WSJ Custom Studios renamed as The Trust

Dow Jones is renaming its branded-content arm, WSJ Custom Studios, which will be known as 'The Trust - The Wall Street Journal | Barron's Group'. 

Will Misselbrook, formerly of Condé Nast, Coach and BBH New York, was named creative director of The Trust, and a new editorial director is due to be announced shortly. Steve Nottingham, who was EVP managing director of Dentsu Aegis Network in New York, has been hired as general manager. 

The unit creates content for advertisers that include Sotheby's and CFA Institute. It reaches readers of the Wall Street Journal and the wider Barron's Group, which was known as Dow Jones Media Group until December, and includes the titles Barron's, MarketWatch, Mansion Global, Penta and Financial News.

“The new branding signals both the mission to continue to earn the trust of our audiences through smart marketing as well as a commitment to transparency and integrity in all aspects of our business," said Josh Stinchcomb, CRO of media sales at Dow Jones. 

The Trust will benefit from partnerships that include work with the social media intelligence agency Storyful, and aims to offer "cutting edge technology activations", according to the group.