Lauren Laverne's online platform The Pool enters content deal with DigitasLBi

DigitasLBi has signed a content marketing partnership with The Pool, an online content platform founded by Lauren Laverne, the BBC radio presenter, and Sam Baker, the former editor of Cosmopolitan.

Lauren Laverne: launched The Pool alongside Sam Baker in April
Lauren Laverne: launched The Pool alongside Sam Baker in April

The Pool was launched in April and delivers content to schedule throughout the day. Each article is labelled with the time it takes to consume.

Contributors to the website have included Sasha Wilkins, the journalist and broadcaster, and Thomasina Myers, the former MasterChef winner who went on the found Wahaca, the Mexican restaurant chain.

The Publicis Groupe-owned digital agency announced the partnership at its UK NewFront event today, where Laverne and Baker appeared on a panel. 

The deal will see DigitasLBi and The Pool co-create potential content for brands. DigitasLBi will provide insight tools about social media and audience. The Pool will give DigitasLBi access to its expertise on creating bespoke branded content.

Michael Islip, the UK chief executive of DigitasLBi, said: "The Pool represents the next generation of publishers, with a unique approach to content creation and distribution.

"This partnership will enable The Pool to harness industry-leading audience insights and will mean we can offer our clients access to their carefully curated and highly relevant content."

Jo Morrell, the chief commercial officer of The Pool, said: "The Pool harnesses its influential pool of talent to create inspiring, original content for busy women.

"This partnership allows us to gain greater insight into our audience, enabling us to continually fine tune our offering, bring even more value to both our audience and our brand relationships, and support our ambitious growth plans."