Guardian opens Labs with Anna Watkins

Guardian News & Media has appointed Initiative's managing director, Anna Watkins, to head its new brand partnerships offering, Guardian Labs.

Watkins: joins from Initiative, where she was the managing director
Watkins: joins from Initiative, where she was the managing director

From 10 October, Watkins will become the managing director of Guardian Labs, which aims to build on The Guardian’s success in brand partnerships, such as the user-generated content platform GuardianWitness in collaboration with EE.

Watkins will lead a team of around 50 planners, content delivery producers and project managers, and will also co-ordinate a small number of staff in The Guardian’s US and Australia offices.

David Pemsel, the chief commercial officer at GNM, said: "The business model has been completely validated even before our official launch. The more clients and agencies I talk to, the more it’s clear that there is a huge opportunity about how media owners can help clients and agencies engage more deeply with audiences."

Sally Weavers, the director of strategy and planning at Initiative’s parent group, IPG Mediabrands, and a former managing partner for communications and planning at UM, has been promoted to replace Watkins.

A planning specialist with more than 20 years’ experience, Weavers’ promotion fits with IPG Mediabrands’ policy of appointing strategists to lead agencies and business leaders to run geographical regions, following a restructure in February.


Cannes Offer: 12 weeks' online access from just £12

Subscribe to Campaign before the end of Cannes Lions and save up to 71%


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

1 Publicis Groupe withdraws from marketing and awards to focus on AI-powered platform Marcel

Publicis Groupe is pulling out of all marketing activity for the next 365 days - and won't be entering awards at Cannes next year - as it focuses its resources on developing Marcel, described by chief executive Arthur Sadoun as a ground breaking new platform.

Job description: Digital marketing executive

1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).

Just published