New Scientist has announced the launch of CoLab, a creative solutions division to help clients engage its science-and-environment-engaged audience. CoLab brings together editorial skills, creative designers and a project management team to work with brands.
New Scientist says CoLab’s mission is to shape rich, engaging stories that focus on science-based themes including sustainability and the environment. These stories show how clients operate, how their products and innovations work while showcasing clients’ thought leadership. They explore the challenges clients they have solved and the future of their industries.
CoLab’s approach uses a fact-based reporting style that echoes the authority and credibility of the New Scientist brand.
“In this world of fake news and misinformation, there is huge demand for spaces reserved for products and services founded on science and technology,” says Adrian Newton, New Scientist’s commercial and events director. “New Scientist CoLab is that space.”
“Britain’s economy is built on evidence-based science and technology and many clients want their messaging to appear in an environment that amplifies these values and attracts an audience that shares them,” says Newton. “New Scientist’s audience trusts it implicitly. The CoLab division offers the skills and knowledge to help clients connect with this audience.”
The CoLab team creates commercial video, print and digital content that is produced to New Scientist’s standards and values. It offers a wide range of ancillary services including campaign planning and optimisation, social media options and high-quality design.
“New Scientist CoLab is our investment in marketing and advertising that is clever, current and enlightening but also transparent and evidence-based,” says chief executive Nina Wright. “Our influential audience demands that and CoLab will help clients engage with them.”
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