Refinery29 unveils creative consultancy The29th to develop content for brands - The Drum

  • Kate Ward
  • Kirsty Hathaway
  • Katie Mack
  • Samantha Yu
  • Emily Fleuriot

Refinery29, a WPP-backed media title aimed at young women, has launched a marketing and creative wing called the The29th.

This new London-based consultancy will deliver bespoke content for brands and has signed up the Walgreens Boots Alliance (WBA), which already works with marcomms giant WPP, as its launch client.
It will work on WBA's global beauty and cosmetic brands brands – which include Soap & Glory, Sleek, Botanics and Tea Tree & Witch Hazel – alongside the team at WPP.
Broadly, The29th will "conduct research that will drive content planning and development, and build integrated marketing strategies" for brands. Work will land in the domain of video production, photography and design content, influencer activity and experiential events.
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