Magazine and digital publisher Future has launched a branded content studio in a bid to drive up its advertising revenue.

Future Creative does not mark Future’s first entry into branded content, which often involves journalists creating sponsored material for advertisers that is then promoted across a publisher’s platforms.

Future said in December that “28% of the group digital advertising is branded content”, and the studio’s new creative director, Verity Fine Hosken, told Press Gazette that this year the company’s content partnership revenues “are up 25% year-on-year”.