The Associated Press has rebranded its sponsored content division as APContentWorks.
The division, which does not include AP writers or editors, creates custom ads for a wide range of companies, from Starbucks to the NFL.
Paul Caluori, the AP’s director of digital services, said the new branding was a logical next step for the division.
“Our AP assignments team has a storied history of helping brands engage audiences, and the creation of AP ContentWorks was the natural extension of this service,” explained Caluori, in a statement.
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