GroupM and BuzzFeed have signed a global deal that gives GroupM clients “unprecedented access” to BuzzFeed's creative and data assets.
It includes the first beta partnership with Pound, BuzzFeed's proprietary data insight and analysis technology, a dedicated creative group at BuzzFeed Motion Pictures to produce branded video content for WPP clients, and WPP creative teams will have access to BuzzFeed's expertise in creating social content.
Other agencies in the WPP stable will also benefit from the deal.
Buzzfeed reaches more than 200 million unique visitors monthly and delivers 1.5 billion monthly video views. Its Motion Pictures studio creates content ranging from SnapChat videos to long-form scripted series.
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. 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.”
Dominic Proctor, president of GroupM said: WPP’s investments in content demonstrates its commitment to creating socially and culturally resonant content for millennials.
"GroupM’s partnership with BuzzFeed adds a new dimension to this capability and amplifies our other partnerships," he said.
There is no information about the value of the deal but both parties say the arrangement involves no investment or equity exchange between the companies.
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