Urban List launches branded content studio

City lifestyle guide The Urban List has launched a branded content studio and added former Fairfax staffer Sophia Wilcox to its growing team.


The Urban List today announced the launch of their branded content studio, recruiting former Fairfax GM of Travel and Health, Sophia Wilcox, to lead the division across Australia and New Zealand.

The Studio forms part of the company’s strategy to more comprehensively align the growing demands of their clients to the needs and wants of their 2.5 million monthly readers. The Studio will operate across all seven Urban List markets and will combine expertise across strategy, native content, video, digital design, events and account management.

Wilcox takes up the role of Head of Studio after a 10-year career in the media and advertising industry, having held key commercial and editorial management roles at Fairfax including – GM, Travel and Health, Business Development Director (Strategy and Innovation), and Partnerships Director (Branded Content).

Wilcox shared her enthusiasm for joining The Urban List and vision for The Studio.

“The creation of The Urban List Studio is further proof that this company is on the move – another signal that they are continuing to grow in scale, expertise and capacity to create compelling brand stories for their audience”, said Wilcox.

“The Urban List has already proven to be an essential partner for agencies and their clients looking to effectively reach millennials, and it’s on me to build on this foundation: to ensure we lead the market with storytelling underpinned by sound strategic insight; coaching a talented team dedicated to creating brand content that informs, influences and moves,” she said.

Among The Urban List Studio’s inaugural projects are partnerships with food and beverage brands Lion and Bacardi, travel bodies Destination Canada, Tourism Tasmania and Visit Victoria, and fashion and lifestyle brands Westfield, Kathmandu and Uniqlo.

The Urban List Founder and CEO, Susannah George spoke of the decision to appoint Wilcox to the newly created Head of Studio role.

“In Soph, we found a leader who marries a love for killer editorial content with a brilliant commercial mind – the perfect foundation from which to build The Urban List reputation for industry leading campaigns and ensure our clients receive outstanding service and results.”

“Every reference sang her praises – from strategic ideation through execution and exceptional client service. I am confident that under her leadership, The Urban List Studio will deliver the service and implementation our clients deserve, providing the ultimate platform for all leading lifestyle brands wanting to connect with Australian and New Zealand millennials.”

The branded content Studio launch follows a suite of recent leadership hires, including General Manager, Damien Rossi, and Head of Sales, Tamara Pannet – both formerly of News Corp.

From a company media release


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