PopSugar Forms In-House Creative Shop The Bakery to Serve Brands

/ Apr 9, 2014

popsugar

Women’s lifestyle publisher PopSugar has launched The Bakery, an in-house creative shop to help brands create content for millennial women.

The Bakery is comprised of multiple services at PopSugar’s arsenal, including talent, research, and technology.

Clients will have access to PopSugar Insights, the company’s research platform that pulls data from its audience of more than 21 million monthly uniques, as well as from its fashion search engine ShopStyle. With PopSugar Insights, brands will be able to determine trends and marketing opportunities among the core women demographic.

Then, The Bakery’s editorial team will develop original pieces of content across formats, including text, photo, and video, to reach that audience.

PopSugar’s video production capabilities are also available, via PopSugar Studios, which is led by president David Grant. The company says brands will have access to physical studio locations and a team of developers and producers based in New York, Los Angeles, and San Francisco, as well as the ability to produce live broadcasts and other forms of digital content for mobile and social platforms.

On the talent side, The Bakery will also connect brands with celebrities and bloggers PopSugar has relationships with.

Content produced by The Bakery can be natively distributed PopSugar-owned properties, or across partner sites under the PopSugar Video Platform umbrella. In the case of PopSugar, the brand reaches close to 5.9 million monthly video viewers, according to comScore.

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