Now buys stake in Lauren Laverne's The Pool

Now has taken a minority stake in The Pool, an online magazine aimed at women that was co-founded by Lauren Laverne.

Robertson: joins The Pool’s board
Robertson: joins The Pool’s board

Melissa Robertson, chief executive of Now, will become the fifth member of The Pool’s board. 

The agency is understood to have taken an estimated 10% stake in The Pool for a six-figure sum in the second round of investments. A private investor also took a stake in the company.

In the past couple of months, Now has been helping The Pool with data analytics to drive audience targeting for its editorial and commercial strategies. Now will also work alongside The Pool on a new brand launch in the feminine care category. 

Robertson said the partnership will help Now understand the way a publisher works, while Now will share its creative insight with The Pool.

She added: "For us, it’s a new world of publishing and content. We’re very interested and excited by not only how The Pool broadcasts content but how they curate it and schedule things throughout the day – and how they commercialise that and maintain integrity."

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.

SUBSCRIBE

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now
Share

1 Martin Freeman fronts Vodafone UK's first integrated ad campaign by Ogilvy

The Hobbit and Sherlock star Martin Freeman plays a rude wedding guest in Vodafone's first integrated ad campaign since the telecoms giant moved its UK ad business to Ogilvy & Mather earlier this year.

Case study: How 'This girl can' got 1.6 million women exercising
Shares0
Share

1 Case study: How 'This girl can' got 1.6 million women exercising

"This girl can" was based on a powerful insight: that the fear of judgement by others is the primary barrier holding women back from participating in sport.

Just published

More