Global media company Fullscreen and GroupM, the media investment management division of WPP (NASDAQ: WPPGY), the world’s largest communications services group, have partnered to form Playa, an influencer marketing partnership dedicated to serving clients across GroupM and WPP agencies, announced George Strompolos, CEO, Fullscreen and Rob Norman, Chief Digital Officer, GroupM.
“Influencer marketing is a must for every brand trying to reach their audience cross platform in an authentic way,” said Strompolos. “It’s a great way to integrate a brand into cultural conversations with stars the audience connects to passionately.”
From ideation to execution to evaluation, Playa will be staffed by a dedicated team of influencer marketing specialists. In addition to access to Fullscreen’s 75k+ strong creator network, clients will get first-look sponsorship opportunities with in demand creators and breakthrough new programming formats across YouTube, Instagram, Vine, Snapchat and more. Additionally, they will have access to Fullscreen’s proprietary creator/client platform, which matches a brand campaign audience target with creators who can reach that audience with scale. Playa clients will also have the opportunity to work with Fullscreen’s in-house award-wining production team who’ve created one-of-a-kind campaigns for a wide array of clients from packaged goods to beauty.
“Influence has changed. New voices are needed for the digital generation. Celebrity ebbs and flows so much faster now and brands need to capture that flow and to exploit micro audience segments,” said Norman. “Fullscreen is a leader in this space and has distinguished itself by seamlessly marrying the creative vision of brands to influencers. As ever, GroupM’s focus is at the nexus of media, technology, data and creativity.”
A key investor in Fullscreen’s development, WPP continues to maintain an equity interest in the company.
Fullscreen is a global youth media company that develops online creators and produces multi- platform entertainment experiences. 600 million subscribers generate more than 5 billion video views across Fullscreen’s global network each month. Fullscreen’s network includes 75,000 creators, including Grace Helbig, The Fine Bros., filmmaker Devin SuperTramp, Andrea Russett and Jack and Jack. Visit www.fullscreen.com.
GroupM is the leading global media investment management company serving as the parent to WPP media agencies including Mindshare, MEC, MediaCom, Maxus, and Essence, as well as the programmatic digital media platform, Xaxis, 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. Discover more about GroupM at www.groupm.com.