Creative agency Now and The Pool, the digital hub for busy women, have formed a partnership that sees Now take a minority stake, and the two companies work together on content creation and data analytics. Now’s CEO, Melissa Robertson will take a seat on The Pool’s board.
Founded by two people at the forefront of their respective industries, broadcaster Lauren Laverne and award-winning editor Sam Baker, The Pool has a unique broadcast model that releases content at key points during the day, bringing all of their combined expertise together to deliver something truly ground-breaking. The company builds multimedia partnership packages for brand partners built around curated content.
Launched in 2015, The Pool has over 650,000 monthly users, an enviable database of active subscribers, and partnerships with a diverse range of desirable brands, overseen by CCO Jo Morrell. They harness their influential pool of talent (from the more well-known Sali Hughes and Laura Craik through to a new generation of talented writers) to create inspiring, original content for busy women.
Now CEO Melissa Robertson said: “Sam and Lauren are leading the game when it comes to the modern face of publishing, with an innovative approach to content for a female audience. With the world changing so dramatically, we wanted to converge our world with theirs. The Pool is a class act – an outstanding, mould-breaking product, born for the digital age, with influencers to die for. We couldn’t be more thrilled to be part of their story.”
The Pool CEO Sam Baker said “From the minute we met the team at Now, we loved their energy and enthusiasm, and the fact that they just got what we were doing. We were looking for investors that could actively contribute to our evolution, and Now’s combination of creative and data nouse complimented our offering perfectly.”
Now has an unusually strong female representation in its leadership team. The partners include Robertson, CSO Kate Waters, and MD Laura Chamberlain, alongside Chairman, John Townshend and ECD Remco Graham
Having already worked with the Pool team on their data analytics to enhance their targeting, editorial and advertiser strategy, the agency’s next collaboration with The Pool will be on a new brand launch in the world of femcare.
About The Pool
The Pool exists to champion female voices. Launched in April 2015, by award-winning magazine editor Sam Baker, and broadcaster Lauren Laverne, we make interesting, inspiring, original content for women ‘too busy to browse’.
Our pool of influential talent broadcast at key times throughout the day (and night!), making sure our output is relevant to where you are and what you’re doing. You’ll find everything, from people and politics to film, fashion, food, beauty and books. You can search for content by how long you’ve got, or send it to your scrapbook for later.
We work with a select group of brand partners to make some of our unique multi-media content, which means access is always free. This content is always clearly marked.
Across multiple platforms we reach over 3.5m women monthly, with a fast growing fan club of unique users currently in excess of 650,000 a month.
In June 2016, The Pool was named Lifestyle and News Site of the Year, and Technical Innovation of the Year at The Drum’s Online Media Awards.