By Rebecca Stewart

Lauren Laverne’s online platform, the Pool, is set to work with global marketing and tech shop DigitasLBi to create branded content.

The BBC 6 music presenter co-founded the site, which is targeted towards busy women, alongside former Cosmopolitan editor Sam Baker. The new partnership was announced by Baker and Laverne during a panel around the future of content today (16 October) at DigitasLBi’s NewFront event.

The Pool, which was launched in April 2015, operates on a unique ‘broadcast’ model, delivering content to a schedule throughout the day, with every piece labelled with the time it takes to consume.

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Source: The Drum