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Future launches branded content studio

Specialist media platform Future – home to brands including Tom’s Guide, Marie Claire, PC Gamer, Go.Compare, The Week, and many more – has announced the launch of a full-service branded content and storytelling studio.

Future Creative has been formed to help brands to reach “high-intent” consumers across the customer journey by leveraging the Future’s portfolio of properties across print, digital, audio, and in-person platforms. This includes engaging audience across touchpoints including social-first live shopping and influencer content on TikTok, Instagram, and YouTube; newsletter integrations; experiential activations; and more. Future Creative will also house a dedicated influencer marketing team.

“Future Creative reaffirms our commitment to quality storytelling for both our passionate audiences and our valued brand partners,” said Jon Steinberg, CEO of Future. “By tapping into our results-oriented creative expertise and editorial know-how, advertisers have the unmatched ability to develop brand content that resonates more deeply and authentically with passionate and highly engaged audiences.”

Future Creative is led by Sharon Yi, Senior Vice President of Future Creative in the U.S., and Verity Fine Hosken, Creative Director of Future Creative in the UK.

Yi, who joined Future in August 2023, most recently served as Head of Editorial and Brand Studio at Chief and has led marketing and studio agencies at Condé Nast, Refinery29, Clique Brands, and Jellysmack. Hosken joined Future in March 2024 from London-based creative agency Fold7, where she delivered work on behalf of well-renowned brands and was named one of Campaign’s Faces to Watch.

“Future is where audiences with high-intent and genuine passion intersect. Our specialist content attracts millions of consumers searching for practical information about specific buying needs before making a purchase, as well as the highly-engaged fanbases and communities that turn to our brands for deep intel on the topics they’re most passionate about,” said Yi. “We therefore have the differentiated ability to place our brand partners in the middle of the conversation within a passionate audience, and change their minds. Future Creative is an unprecedented opportunity for brand partners to form a deeper connection with their target audiences and, ultimately, convert awareness into action.”

Hosken added: “With Future Creative, we’re excited to take an unexpected approach to brand storytelling, offering valuable audiences and a diverse portfolio of multi-platform brands you won’t find elsewhere. We couldn’t be more excited for the opportunity to create stories for our partners and our audiences who are looking for more than a one-size-fits-all approach to marketing.”