NEW YORK – BuzzFeed, the technology-driven global media company that reaches over 200 million monthly unique visitors and delivers 1.5 billion monthly video views, and WPP’s GroupM, the world’s leading global media investment management company, announced a global partnership to provide GroupM’s and WPP’s agencies and clients with unprecedented access to BuzzFeed’s creative and data assets. Led by GroupM, WPP agencies will benefit from:
“WPP’s investments in content demonstrate 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.”
- the first beta partnership with POUND, BuzzFeed’s proprietary data technology that offers insights and analytics around how content shares across the social web;
- a dedicated creative group at BuzzFeed Motion Pictures to produce branded video content for WPP clients;
- a creative residency allowing WPP creative teams access to BuzzFeed’s expertise producing social content for all platforms; and
- preferential media pricing for clients of GroupM agencies.
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 demonstrate 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.”
Greg Coleman, President of BuzzFeed added, “This is an exciting time for our company. Our audience is growing on and off platform. Our Motion Pictures studio is 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.”
The arrangement involves no investment or equity exchange between the companies.
GroupM is the leading global media investment management company serving as the parent company to WPP media agencies including Mindshare, MEC, MediaCom, and Maxus, each global operations in their own right with leading market positions. GroupM’s primary purpose is to maximize performance of WPP’s media agencies by operating as leader and collaborator in trading, content creation, sports, digital, finance, proprietary tool development and other business-critical capabilities. GroupM’s focus is to deliver unrivaled marketplace advantage to its clients, stakeholders and people.
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BuzzFeed is a global media company that produces and distributes original news, entertainment and video. BuzzFeed is redefining online advertising with its social, content-driven publishing technology and reaches a global audience of over 200M monthly uniques and 1.5B monthly video views.