The Story Lab is partnering with production studio youngest Media to launch youngest Labs, which will connect broadcasters and platforms with viewers and brands.
youngest Labs will bring together The Story Lab’s investment and distribution business with youngest Media’s expertise in creating and producing new formats for original broadcast and digital-first content. The partnership aims to create “ambitiously scaled” global formats as well as focus on a consumer-ventures program and advertiser commissions that will help brands connect with audiences.
youngest Labs will be led by David Flynn and Lucas Church, co-founders of youngest Media, alongside The Story Lab’s Mike McCoy, executive president for the U.K.; Michael Iskas, global president; and Fotini Paraskakis, who recently joined from Endemol Shine as executive VP of entertainment.
McCoy said: “In youngest Media, we’ve found a partner with a shared passion for connecting people with content they love. Together we’ve already developed innovative and creative ways to create and distribute original content for a digital-first audience. We’re excited to build on our successful relationship and develop even more new and innovative ways to connect with global audiences at scale.”
Church said: “The Story Lab’s global reach and deep understanding of content makes them the obvious partner for youngest Media. We hope our combined strengths will allow us to really think big and create content for the biggest audiences.”
Stef Calcraft, executive chairman for the U.K. and Ireland at Dentsu Aegis Network, said: “I’ve admired youngest Media from day one and am a big fan of what Lucas, David and the youngest team are creating. The launch of youngest Labs combines their unique creative skills with the creative firepower of The Story Lab to develop fresh and exciting opportunities for our clients to reach audiences in dynamic new ways.”