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New Consultancy Provides Partners Bespoke Insights on Cultural Trends Through the Eyes of Almost 700M People Worldwide, With Unprecedented Access to One Platform’s Creative Resources
Inaugural Co-Lab Research Study Details the Critical Tie Between Local Culture, Community Values, Dedicated Fandoms, and Global Resonance
REMOTE WORKSPACES EVERYWHERE — July 21, 2021 — Today, NBCUniversal and Sky unveiled Co-Lab with NBCUniversal + Sky, a new global consultancy and research arm centered around culture.
Comcast, NBCUniversal and Sky sit at the intersection of media and technology. Now, the company is evolving its relationship with marketers around the world, collaborating at the earliest stages of the investment process and expanding its role as a strategic partner throughout the purchase cycle. With Co-Lab, global brands and agencies can leverage the cultural trends gleaned from the almost 700M individuals a month who engage with One Platform, paired with the creative insights, resources and strategy to transform that knowledge into action. Co-Lab taps into leading minds from across both NBCUniversal and Sky, from Creative Partnerships to Measurement & Impact to Global Partnerships, to develop comprehensive plans that brands can execute across One Platform and beyond.
“From ONE21 to the Upfront, we are opening up more doors to our partners, deepening our relationships with them, and providing unprecedented access to the incredible insights and talent who comprise the NBCUniversal and Sky family. With Co-Lab, we’re creating another entry point for marketers to access NBCUniversal and Sky’s vast platform of capabilities, with an eye towards developing bespoke strategies for global brands seeking local resonance with audiences around the world.”
-KC Sullivan, President and Managing Director, Global Advertising & Partnerships, NBCUniversal
At launch, Co-Lab consists of two distinct, complementary efforts:
- The Co-Lab Cultural Consultancy focuses on finding disruptive growth opportunities within culture that brands can occupy, which are then distilled into actionable strategies, all backed with multi-market qualitative and quantitative research. Co-Lab also offers brands and agencies an opportunity to interact early and directly with NBCUniversal and Sky’s stable of renowned storytellers. Within an interactive environment that fosters ongoing ideation and dialogue early in the strategy development process, Co-Lab partners can learn first-hand from the leaders in global entertainment, news and sports how to attract audiences from around the world in an authentic way.
- Co-Lab Cultural Insights provide a resource to brands big and small around the world, examining cultural trends across NBCUniversal and Sky’s connection points in more than 150 countries. The inaugural research report, entitled “Localism, Communities, & Fandom,” looks at how specificity—from localized events and community values to microcultures and dedicated fandoms—can create broad, global resonance. With new research, case studies, and key takeaways to be released at several points throughout the year, marketers everywhere can glean impactful creative insights from Co-Lab that they are then able to apply back to their own work.
To read the complete “Localism, Communities, & Fandom” report, click here.
For global brands and agencies looking to access Co-Lab with NBCUniversal + Sky, contact: globalpartnerships@nbcuni.com
ABOUT NBCUNIVERSAL:
NBCUniversal is one of the world’s leading media and entertainment companies in the development, production, and marketing of entertainment, news and information to a global audience. NBCUniversal owns and operates a valuable portfolio of news and entertainment television networks, a premier motion picture company, significant television production operations, a leading television stations group, world-renowned theme parks, and a premium ad-supported streaming service. NBCUniversal is a subsidiary of Comcast Corporation.
ABOUT SKY:
Sky is Europe’s leading media and entertainment company and is proud to be part of the Comcast group. Across six countries, we connect our 23.4 million customers to the best entertainment, sports, news and arts including our own award-winning original content.
Our technology, including the market leading Sky Q, connects people to everything they love – with entertainment from Sky TV, Netflix, Disney+, Amazon Prime Video and BBC iPlayer, and apps like Spotify, YouTube, BBC Sounds, Highbrow, Fiit, and more, in one place, easy. Our streaming service NOW, brings viewers all the enjoyment of Sky with the flexibility of a contract-free service.
Building on the success of Sky Originals like Chernobyl, Gangs of London and Brassic, we are doubling our investment in original content by 2024 through Sky Studios. Sky News provides impartial and trustworthy journalism for free, Sky Arts is the UK’s only dedicated free-to-air arts channel making the arts accessible for everyone and Sky Sports, our leading sports broadcasting service brings customers some of the biggest and best global sporting events from the Premier League to Formula 1 and everything in-between. Our new TV and movie studio, Sky Studios Elstree, which will open in 2022, is expected to create over 2,000 new jobs and generate an additional £3 billion of production investment in the UK over the first five years.
We believe that we can be a force for good in the communities in which we operate. We’re committed to being Europe’s first net zero carbon entertainment company by 2030 and we’re proud to be a Principal Partner and Media Partner of COP26. We take pride in our approach to diversity and inclusion: we’ve been recognised by The Times and Stonewall for our commitment to diversity and we’ve set ambitious 2025 targets to continue to increase diversity and representation. We’re also committed to investing £30million across our markets over three years to improve our approach to diversity and inclusion, and to tackle racial injustice.
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