What Globe Content Studio does

Globe Content Studio is the content-marketing division of The Globe and Mail, Canada's foremost news-media company, founded in its modern form in 2015 and headquartered at 351 King Street East in Toronto, Ontario. The studio operates as a B2B content marketing agency serving enterprise brand partners, producing sponsored editorial, branded campaigns, podcasts, video, interactive multimedia, photography, custom illustrations, social content, and print activations across The Globe and Mail's digital and print platforms, with amplification to Instagram, LinkedIn, Twitter/X, TikTok, Pinterest, and Facebook. Supporting offerings include shoppable content, brand lift studies, and influencer partnerships, all of which can be deployed as standalone projects or as integrated multi-channel packages. The studio's core technology stack combines The Globe and Mail's first-party subscriber data and in-house research capabilities with creative production across formats and an AI-assisted workflow that uses generative AI for writing, image, video, and audio generation under governance from an AI Council.

The studio generates revenue on a project-based, quote-driven professional services model. Fees are tied to campaign scope, format mix, media placement across The Globe and Mail's owned channels, podcast distribution, social amplification, and measurement components such as brand lift studies and engagement analytics. Customer concentration is diversified across verticals — confirmed enterprise logos span retail (Walmart Canada), financial services (Visa, CIBC, GreenShield, PC Financial, Intuit TurboTax, Retirement Navigator), tourism (Ottawa Tourism, Indigenous Travel Alberta and Explore Edmonton), automotive (Kia Canada, Mercedes-Benz), footwear and apparel (Sorel, Athleta, Joe Fresh), banking (CIBC), appliances (Gaggenau), airlines (KLM), and enterprise software (Workday). Distribution runs through The Globe and Mail's digital and print properties, supplemented by social, search, and podcast platforms including Spotify and Apple Music.

Globe Content Studio markets itself through owned channels (GCS Journal blog, Studio Vibes newsletter, annual Trend Report), the Tactics & Takeaways industry conference (now in its fourth year in 2026), social media presence across major platforms, and PR/earned media including newswire announcements tied to strategic partnerships such as the October 2025 'The New Work' podcast co-launched with the Human Resources Professionals Association (HRPA). The studio has delivered 800+ projects across hundreds of clients and 14 content categories over 8+ years of operation, earning industry recognition including U.S. SABEW Awards (Gold in 2023 for Stress Test, additional recognition in 2024), the 2023 MediaPost OMMA Award, the 2022 Pressboard Award, the Quill Best Finance Podcast Award in 2022, and a PMAC Honourable Mention.

Name

Globe Content Studio

Legal name

Globe Content Studio

Website

https://globecontent.studio

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

11–50 employees

Short description

Globe Content Studio is the content-marketing division of The Globe and Mail that produces sponsor content, branded campaigns, podcasts, video, and multimedia storytelling for enterprise B2B advertisers across consumer goods, finance, tourism, automotive, and technology sectors.

Ownership category

akta.pro rank

Product category

Content Marketing Services

NAICS

Advertising, Public Relations, and Related Services (5418), Motion Picture and Video Industries (5121), Broadcasting and Content Providers (516)

SIC

Services-Motion Picture & Video Tape Production (7812), Services-Mailing, Reproduction, Commercial Art & Photography (7330)

akta.pro primary industry

Content Studio & Creative Resourcing (In-house/Embedded Teams) (BPAFAIAJ)

akta.pro secondary industries

Content Production (Video, Design, Copy, Studio) (BPAFAAAF), Enterprise Audio Publishing & Private Podcast Platforms (MPAIADAI)

Keywords

• Branded content marketing
• Sponsored editorial content
• Content marketing agency
• Podcast production services
• Native advertising campaigns

Headquarters

HQ city

Toronto

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D

Revenue model

1. Content marketing and sponsorship services: Globe Content Studio generates revenue by creating custom sponsored content, brand storytelling campaigns, and multimedia content packages for brand partners. Revenue is derived from project-based fees for content creation, media placements across The Globe and Mail's digital, print, podcast, and social channels, and related services such as brand lift studies and thematic editorial series.

Go-to-market motion1 record

Distribution channels4 records

Marketing channels7 records

Core offering

Globe Content Studio is the content-marketing division of The Globe and Mail, offering end-to-end branded content services for enterprise brand partners. The studio creates custom sponsored editorial, podcast and video productions, interactive multimedia, social media campaigns, custom photography, print editorial, and illustrations, and distributes this content across The Globe and Mail's owned digital, print, podcast and social channels along with paid social amplification. Revenue is generated through project-based fees for content creation, media placement and related services such as brand lift studies.

Product overview

Globe Content Studio is the content-marketing division of The Globe and Mail, Canada's foremost news-media company. Founded in 2015, it offers a comprehensive suite of content marketing services centered on data-driven insights, creative storytelling, and strategic distribution. The studio's core offerings include sponsor/branded editorial content, podcast production, video content, interactive experiences, social media content, custom photography, print editorial, and custom illustrations. The studio also produces the annual Tactics & Takeaways event and publishes trend reports. Key capabilities include shoppable content, brand lift studies, and influencer partnerships. Content is distributed across The Globe and Mail's digital and print platforms, social media, and search channels.

Differentiator

Problem solved

Functional benefit

Products and services

• Sponsor Content / Branded Editorial

Quantifiable outcome

• Campaign results routinely exceed benchmarks: Ottawa Tourism achieved nearly 5X expected page views, 30% above time spent benchmark, 60% higher scroll depth
• +4 more outcomes

Named customers18 records

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability7 records

Feature1 record

Partnerships

One partnership is on record.

• Human Resources Professionals Association (HRPA)coreGTM or Marketing Partner · 23 October 2025Globe Content Studio and HRPA co-launched a podcast series titled 'The New Work: An HRPA Podcast' on October 23, 2025. The podcast features conversations with HR leaders and innovators about the future of work, covering artificial intelligence, workplace culture, equity, and leadership. The series provides insights for leaders to adapt to the evolving workplace landscape and extends both organizations' reach into the HR and business community.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Insider Studios (Business Insider): Business Insider's in-house branded-content studio producing native advertising and custom content for B2B and consumer advertisers. Same publisher-embedded content marketing operation targeting similar enterprise clients.
• CNN Create: CNN's branded-content and custom-content unit producing sponsor campaigns and native storytelling across CNN's broadcast and digital platforms. Comparable as a major news organization's content marketing studio.
• Bloomberg Media Studios: Bloomberg's branded-content and creative studio serving enterprise advertisers across business, finance, and consumer verticals. Comparable in offering premium data-informed content marketing tied to a global news brand.
• The Economist Group (Branded Content): The Economist's content solutions and branded-storytelling arm producing sponsor editorial, films, podcasts, and events for B2B advertisers. Same premium publisher-backed content-studio model targeting enterprise brand budgets.
• Condé Nast Creative: Condé Nast's branded-content and creative studio producing sponsor campaigns across its magazine brands (Vogue, GQ, Wired, etc.). Comparable premium publisher-backed content marketing operation serving major advertisers.
• New York Times Brand Studio: The in-house branded-content and content marketing studio of The New York Times. Directly comparable as a publisher-backed content studio producing sponsored editorial, video, audio, and multimedia campaigns for enterprise brand partners, leveraging a national newspaper's audience and editorial credibility.
• The Atlantic Creative: Atlantic Media's branded-content and custom content marketing unit, producing native advertising and brand storytelling across The Atlantic's platforms. Operates with the same publisher-studio playbook as Globe Content Studio.
• WSJ Custom Studios (Dow Jones): The Wall Street Journal's branded-content division producing sponsor content, custom events, and multimedia for B2B and consumer brands. Closely mirrors Globe Content Studio's model of marrying newspaper-brand authority with enterprise advertiser storytelling.
• Reuters Plus: Reuters' branded-content and content solutions arm producing native advertising, video, and multimedia for enterprise advertisers. Operates the same publisher-brand-sponsored-content model as Globe Content Studio.

Broad incumbents

• Pace Communications: A larger, established content marketing agency producing custom content, magazines, and digital media for enterprise brands (especially financial services and travel). Comparable as a scaled content marketing services provider serving Fortune 500 brand partners, though publisher-independent.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/globecontent
• Facebookfacebook.com/globecontentstudio
• LinkedInca.linkedin.com/company/globecontent
• Instagraminstagram.com/globecontent
• TikToktiktok.com/@globecontent
• Pinterestca.pinterest.com/globecontent

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Globe Content Studio