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ITV backs media culture brand founded by former LADbible team


A new media culture brand, set up by the team behind VICE, i-D, Boiler Room and LADbible is being backed by ITV.

Woo has been set up with a mission to “make wellness relatable and culturally relevant, for Gen Z.”

It’s being supported through a long-term partnership with ITV’s Studio 55 initiative, which invests in business ideas aimed specifically at younger audiences. It will produce content through social channels, podcasts, video, editorial and products.

“At its core Woo is a feel good movement designed to be the antidote to the toxic new cycle. Here to make wellness a part of youth culture. We want our Gen-Z audience to engage with wellness in the same way they do music, art or fashion,” said Stephen Mai, Woo CEO and Founder.

“We know Gen Z are anxious and the wellness industry doesn’t know how to speak to them. The ideas and products we talk about on Woo are built to enhance and inspire people’s lives in the same way a musical festival or art exhibition does. Our intention is not about driving clicks, but to drive solutions to mass audiences who have been ignored for too long… but having fun while we do it.”

Video content will stream on Woo’s channels as well as ITV Hub and cover topics including fashion, art, music, film, sex and relationships, drugs and mental health.

“Woo is an innovative Gen Z culture brand that is rethinking the media model for 16-34s. It mixes great storytelling with genuine purpose,” added Dan Colton, ITV Group Strategy Director.

“Stephen has a track record of creating transformative and award-winning impactful campaigns for brands like LADbible, VICE, i-D and Boiler Room. We are very excited about him building a new youth-centric digital proposition that will bring new audiences into ITV as well as creating a completely new type of storytelling.”

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