BBC Worldwide, the commercial arm of BBC, has hired a content marketing team led by a former journalist.
Former BBC, ITV and CNBC journalist Richard Pattinson will lead a team called BBC StoryWorks that has operations in Singapore, Sydney, New York and London.
The Singapore offering of BBC StoryWorks will be led by Nicola Eliot, APAC senior client solutions manager.
The unit will offer branded content, which it defines as commercial content owned by the brand, partnered content (content produced in collaboration with advertisers) and sponsored content (which is produced by the BBC with advertiser sponsorship).
A broadcast journalist on Newsnight and programme editor for This week, Pattinson will “bring newsroom values” to the content team, according to the broadcaster.
“He will ensure all content created is bold, innovative and compelling and carries the BBC’s mark of quality and impartiality,” a press release reads.
The content produced by BBC StoryWorks will be clearly presented as commercial content, but the BBC will retain editorial control, the company says.
Carolyn Gibson, EVP of BBC Advertising, commented: ” BBC StoryWorks has been set up to bring BBC editorial quality and values to the fast-moving world of content. It brings together the boldness and innovative qualities of a creative studio with the agility, responsiveness and timeliness of the news room.”
“It taps into the deep creative strength of the BBC, to deliver content for brands that captures audiences’ attention in ways that no other publisher can,” she said.