Australian branded content platform Fabulate has added Seven, Nine, Verizon Media, Grazia, Tonic Media, Val Morgan Digital and LoveToKnow to its roster of distribution partners.

The start-up has already inked partnerships with the likes of GroupM, Publicis, Omnicom and a number of independent agencies.

Fabulate provides access to a pool of vetted on-demand content creators and works as a marketplace. Clients add briefs, content creators, including well known journalists, are alerted to pitch for the work.

Founded by ex-Nine Entertainment directors Ben Gunn and Nathan Powell, OurDeal and Over60 co-founder Toby Kennett and former Qantas Marketing Technology Architect Sachin Singh, the firm says its aim is to deliver a sustainable platform that works for both buyers and sellers while increasing efficiency.

“From our own experiences at digital publishers we know how inefficient the back and forth process can be for all parties,” says Gunn. “We knew by introducing automation into the process we could provide benefits to everyone in the ecosystem.”

The firm hopes to announce more publisher partners before the year end.