Wall Street Journal to offer content solutions for marketers

The Wall Street Journal’s global advertising department has launched a content strategy division, WSJ. Custom Studios. WSJ. Custom Studios will work with brands to provide content solutions across platforms, globally. WSJ. Custom Studios delivers white-label, co-branded and licensed content across print and digital media, tablet and mobile, video, graphic solutions, surveys, social and events.

“Creative content, including infographics and enhanced video, is a key element of our clients’ marketing strategies. We are pleased to launch an innovative, intelligent and flexible suite of capabilities that will help market-leading brands develop even deeper relationships with their clients and our readers, the world’s most important decision makers,” said Trevor Fellows, Global Head of Advertising Sales, The Wall Street Journal.

One of the WSJ. Custom Studios content solutions products is Narratives, the brand’s first native advertising offering. Narratives will deploy story telling techniques in order to help brands create content-driven connections with audiences. WSJ. Custom Studios has included capabilities to integrate video, infographics and other elements into Narratives campaigns.

The media brand assures that Narratives content will live organically on the WSJ.com homepage within the editorial landscape and will complement, not interrupt, the reader experience. The standard-setting Narratives content will be crafted by WSJ. Custom Studios and will be clearly delineated from news and editorial content. The Wall Street Journal news organisation is not involved in the creation of sponsored content.

“Our readers trust us, and the WSJ. Custom Studios team has created clear and thorough labelling guidelines around the advertiser’s content in order to protect that trust. I am confident that our readers will appreciate what is sponsor-generated content and what is content from our global news staff,” stated Gerard Baker, Editor-in-Chief, The Wall Street Journal.

The first Narratives offering is a three-month partnership between WSJ. Custom Studios, Brocade, and the client’s San Francisco agency, Godfrey Q and Partners. The centerpiece of the project is a campaign of 12 articles that focus on game-changing technology and data. The co-branded content will launch on March 11, 2014.

The creation of WSJ. Custom Studios marks an expansion in the Journal’s creative advertising capabilities, leveraging its global assets and expertise in content creation to better serve its readers and clients. WSJ. Custom Studios content represents an intellectual, authoritative, and informed point of view in all categories from finance to fashion and can be distributed globally across The Wall Street Journal and client platforms.

Via Digital Market Asia

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Lars M. B. Anthonisen is Regional Business Lead, Southeast Asia Strategic Accounts at Google. Previously, he held various digital marketing positions at media companies across Europe and Asia including Regional Digital Director at MediaCom APAC, Marketing Director at Adform and Digital Manager at Universal McCann Worldwide.

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