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GroupM taps into BuzzFeed’s social cache

BuzzFeed, the technology-driven global media company has announced global partnership with WPP’s GroupM giving its clients “unprecedented” access to BuzzFeed’s creative and data assets.

WPP agencies will benefit from the first beta partnership with POUND, BuzzFeed’s proprietary data technology that offers insights and analytics around how content shares across the social web. WPP creative teams will have access to BuzzFeed’s social content for all platforms; and there would be a preferential media pricing for clients of GroupM agencies.

The arrangement involves no investment or equity exchange between the companies.

Rob Norman, chief digital officer of GroupM said, the future of advertising lies at the intersection of creativity, data, media and technology.

“That’s where BuzzFeed has built its business and proved its value to brands,” he said.

“This is a terrific opportunity for our clients to move swiftly and succeed in the fastest growing media platforms. We have appointed partnership leaders from each GroupM agency, and other WPP agencies will do the same.”

Greg Coleman, president of BuzzFeed, said its Motion Pictures studio was booming and now reaches 1.5 billion video views a month – from shorter than short form on Snapchat, to original scripted series.

“We’re excited to take our unique approach and voice in branded content, data and iterative learning in a big way with GroupM and their clients.”

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