Reuters has appointed Arif Durrani as director of the Reuters Plus custom content studio, where he will lead the content and creative strategy for Reuters Plus globally.
Durrani (pictured, main) brings more than two decades of publishing, editorial, and broadcast experience to the content studio. Most recently, he served as senior editor at The New York Times‘ custom content studio, T Brand Studio. Before coming to T Brand, Durrani ran Bloomberg Media’s commercial editorial operations across EMEA. He has also contributed to The Media Leader since 2019.
Reuters Plus builds custom campaign content that attempts to help organizations connect with “influential” audiences in “authentic and meaningful ways”.
Durrani called it a “privilege” to join Reuters’ marketing team, stating: “Content partnerships represent a dynamic and fast-growing part of the professional media mix. They have an unrivalled ability to engage influential global audiences by informing, engaging, and inspiring. The team at Reuters Plus are clearly on the move and I’m really looking forward to working with such a talented team”.
The hire comes at a time when Reuters is responding to growing demand for original content for brands, agencies, and institutions.
He will report to Buddhika Amis, senior director of marketing at Reuters.
Of the appointment, Amis stated: “Reuters Plus combines the authority of a global news brand with the craft and capabilities of a focused creative agency, and Arif’s appointment will help propel us to the next level. We have ambitious plans to leverage our branded storytelling and to introduce new multimedia formats for a growing roster of clients”.