The rise of native advertising has led London's free "Metro" newspaper to launch a content marketing division. Story will bring together planning, insight, editorial, design, production and project
management teams. It will be led by Creative Director Sophie Robinson, who says: "Brands are turning to us to create long-term content partnerships. Story sets us up to do anything from pitch to
create and produce. Around 75 per cent of briefs already ask for content creation, so we are responding to what our clients want."
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