Press Release·3 min read

theSkimm launches in-house agency SKM Lab, with audience-first approach, to help brands generate real impact and resonance among women

March 27, 2023

March 27, 2023 (New York, NY) theSkimm, a mission-driven women’s digital media company, today unveiled its in-house agency, SKM Lab. With an audience-first approach, SKM Lab is the go-to creative agency for conceptualizing, developing, and producing innovative solutions and content – driven by insights – for brands, advertisers, and industry professionals to authentically reach, connect, and engage with generations of informed women. 

Drawing from more than a decade of theSkimm’s comprehensive first-party data on the values and consumer behavior of women, SKM Lab provides brands with a deeper connection to their audiences, and builds affinity by matchmaking solutions and content that authentically represent women’s values and perspectives. The agency extends theSkimm’s current creative marketing and advertising capabilities, activating beyond owned channels with whitelisted campaigns, and will specialize in custom content ranging from brand strategy to production to analytics & performance marketing and more, rather than traditional programmatic advertising.

“theSkimm has been an active part of millions of women’s daily lives, and now, more than 10 years later, we know the topics they care most about, where they are in their journeys, and what they want to see from us, because we listen to them,” said Mary Murcko, Chief Revenue Officer of theSkimm. “With SKM Lab, brands can now tap into our expertise to successfully engage with this demographic. We’re blending theSkimm’s secret sauce with brands’ objectives to better position them and not only garner this generations’ attention, but most importantly, their trust.”

The launch comes on the heels of theSkimm’s recent State of Women campaign and corresponding report which offers data-driven insights into what isn't working for women, further cementing the data and research theSkimm can leverage to successfully tap into this audience. With 85% of women stating they believe brands should actively make women’s lives better, and 74% saying brands don’t understand the real concerns of women – SKM Lab can help brands generate real impact and resonance, yielding impactful results for brands including Fidelity, Nike, and Walmart.

In tandem with the in-house agency launch, SKM Lab will debut The SKM Report, a marketer’s newsletter digging into how women are feeling, thinking, consuming – and why. The B2B newsletter, which will be sent bi-monthly, extends theSkimm’s newsletter expertise to offer business leaders, marketers, and industry obsessives a break down of what’s trending with women, provide analysis of recent consumer habits, interview industry leaders for different perspectives on how to successfully engage this audience, and offer predictions for what’s to come.

For more information on SKM Lab click here, and to sign up for The SKM Report, click here.



theSkimm is a digital media company, dedicated to succinctly giving women the information they need to make confident decisions. We’ve made it our mission to help you live smarter.

Everyday we’re breaking down the news, trends, policies, and politics that impact women so that they can navigate their daily lives and futures – from managing their paychecks to casting their ballots – with confidence. We provide our dedicated audience of millions with reliable, non-partisan, information, informing and empowering them while fitting into their daily routines.

Since disrupting the media landscape and defining a new category a decade ago, theSkimm has become a trusted source for its audience of millions by seamlessly integrating into their existing routines, fundamentally changing the way they consume news and make decisions. Today theSkimm ecosystem includes the Daily Skimm, the Daily Skimm: Weekend, Skimm Money and Skimm Your Life newsletters, the “9 to 5ish with theSkimm” podcast, theSkimm mobile app, and Skimm Studios which creates innovative in-house video and audio content. theSkimm’s first book, How to Skimm Your Life, debuted at #1 on The New York Times Best Seller list. Through Skimm Impact, theSkimm’s purpose-driven platform, the company is proud to support get-out-the-vote efforts with Skimm Your Ballot, which has spurred over 2 million voting-related actions across the last three election cycles, and its #ShowUsYourLeave movement, creating transparency and change for Paid Family Leave in the U.S. SKM Lab, theSkimm’s in-house creative agency, conceptualizes, develops, and produces innovative solutions and content for brands to engage with generations of informed women.

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