Youngest Media, The Story Lab form JV

L-R: Lucas Church, Mike McCoy and David Flynn

The Story Lab, the content arm of global advertising giant Dentsu Aegis Network, is launching a joint venture with UK prodco Youngest Media that will create content and formats for broadcasters and brands.

Youngest Labs will combine The Story Lab’s investment and distribution expertise with Youngest’s production capabilities. The partnership aims to create global formats and win advertiser commissions to help brands connect with audiences.

Through Dentsu Aegis Network, Youngest Lab will be able to draw on the people-based marketing knowledge of more than 20 agencies to aid its work.

Youngest Labs will be led by David Flynn and Lucas Church, the former Endemol Shine execs who launched Youngest in 2016, and UK executive president Mike McCoy.

Global president Michael Iskas and executive VP of entertainment Fotini Paraskakis, from The Story Lab, are also part of the initial team.

The two companies previously linked up to launch Youngest’s social-first dating format Date or Dump and competition reality series Game of Clones.