November 20, 2017 Last Updated 10:38 am

Guardian Labs launches new business-to-business section

LONDON, UK — November 17, 2017 —  Guardian Labs is pleased to announce the launch of ‘Guardian b2b’ – a new business-to-business section aimed at the Guardian’s diverse community of business owners. Focusing on people in business, the section will highlight the human element of business and cover a range of topics such as growing businesses, entrepreneurs, responsible leadership, technology and work life balance.

The new section is the creation of Guardian’s Labs executive editor, Imogen Fox who has installed an experienced editorial team within Guardian Labs to commission and create pieces – working alongside its commercial features desk, studio and strategists.

It kicks off with a raft of big name launch partners including the Post Office, Facebook, Henkel and Thomson Reuters.

They join existing Guardian Labs partners Vodafone (MEC), Kia Motors UK – Fleet (Havas) and Aldermore who will also have campaigns live for launch.

The Post Office’s ‘Your Local Partner’ campaign takes a look into the important services that the Post Office provides for small and medium size businesses across the UK, such as access to business banking and Drop & Go. These stories have been told through the eyes of the inspiring entrepreneurs that make up the post office network and their customers.

Also live for launch is Facebook’s ‘Connected for Growth’ campaign – a series which focuses on the importance of business connections and how they can make you a better entrepreneur.

Henkel’s the ‘Innovative Sustainability’ campaign will shine a light on best practice in business along the entire supply chain, from raw materials to production to recycling, and aims to reach readers with an interest in brands and companies that are innovating when it comes to their corporate responsibility.

Thomson Reuters will be exploring the past, present and future of the law with its ‘Legal Horizons’ series. Featuring compelling and immersive content, this series of articles will showcase how the modern face of legal is reinventing itself in light of the digital era. It will highlight how now, more than ever, the legal profession should be using the best tools available to them, rather than settling for ‘good enough’. This ties in with Thomson Reuters’ campaign to promote their market-leading legal information solutions: Practical Law and Westlaw UK.

The site has been developed and led by launch editor Rupert Steiner, who has previously been Chief City Correspondent at The Daily Mail, and City Editor of The Business. He has been shortlisted for both Business Journalist of the Year at the London Press Awards and Press Gazette Awards.

Steiner will head up the editorial team that will bring in news and features from across the Guardian, and keep it updated with fresh content three or four times a day. This will run alongside pieces funded by advertisers that aim to drive real conversation among the business community – ranging from articles, to videos, to podcasts. All content will be clearly labelled in-line with the Guardian’s content funding guidelines.

Imogen Fox, Executive editor, Guardian Labs said:

“The new site reflects the demand our business community has for stories that go beyond the numbers and big corporations and focus on the people that drive business. We will explore the human side of how businesses function, improve and innovate with the best in class journalism for our loyal, intelligent and influential readership. I’m delighted to launch with a range of top name brands and campaigns that set a new standard for smart and effective branded content.”

Mark Davies, Group Communications, Brand and Corporate Affairs Director at the Post Office said:

“As the UK’s largest small business retail network, our postmasters are well positioned to really understand the challenges small businesses face and help contribute to their success. Through the Guardian’s new b2b platform, there is a great opportunity for us to engage with this important audience and reaffirm how we can help them, especially through increased access to banking facilities in our 11,600 branches.

“This is the first step in a series of upcoming integrated campaign activity that aims to raise awareness of key services and highlight the role our postmasters play as local partners to small business who are uniquely positioned at the heart of local communities across the UK.”

Guardian Labs is the Guardian’s in-house branded content team headed up by executive editor Imogen Fox. The team works around the commercial features desk, bringing the speed, expertise and culture of the Guardian to life through branded content partnerships. Using real-time data and audience insights the team work strategically and intelligently to recognise brands’ business needs and reader interest to deliver relevant, smart and effective content.

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