BBC Worldwide looks to bring newsroom values to content marketing partnerships

BBC Worldwide, the commercial division of the BBC, is launching an in-house creative agency StoryWorks, dedicated to bringing BBC’s newsroom values to its content marketing partnerships. To bring those newsroom values, StoryWorks will be led by former BBC journalist Richard Pattinson. Carolyn Gibson, executive vice president of BBC Advertising, says: “We are bringing it all into one place which means effectively we are creating our own creative agency but with newsroom values embedded into it.”