Guardian News and Media has announced the launch of Guardian Labs – its branded content and innovation agency – which offers brands “bold and compelling” ways to tell stories and engage with Guardian audiences.
The official launch – set to go live from the beginning of March – is marked by the announcement of a seven-figure partnership with Unilever, centred around the “shared values” of sustainable living and open storytelling.
Through the co-creation of bespoke ideas, content and products, the platform – managed by a 133-strong team – will attempt to increase awareness of sustainability issues, and ultimately encourage people to live more sustainable lives.
Initially focusing on engaging with a UK-based audience, Guardian Labs will provide interactive and cross-media content, as well as live events.
“It’s an incredibly exciting time to formally launch Guardian Labs as brands look for more engaging ways to tell their story,” said Anna Watkins, managing director of the platform.
“A combination of our top class editorial, creativity and digital innovation means we can offer something truly different, inspiring and effective. Our partnership with Unilever is a fantastic example of collaboration based on our shared values.”
Jon Goldstone, VP, brand building, foods & refreshment, added: “Sustainable living is at the heart of Unilever’s purpose. We have made great progress to reduce the environmental impact of our own operations and are now focusing on helping the millions of consumers who use our products every day to live more sustainable lifestyles.
“Our partnership with Guardian Labs presents us with an innovative and unique way of engaging with a greater number of consumers than ever before, in their homes and on the move, on a subject which is core to both Unilever and the Guardian’s values – sustainability.”
