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Microsoft UM London BuzzFeed

Buzzfeed and UM London content partnership begins with Microsoft #workandplay campaign

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By Stephen Lepitak, -

January 21, 2014 | 3 min read

Buzzfeed and UM London have announced a strategic partnership to heighten the agency's content delivery strategy for clients such as Microsoft and Häagen-Dazs on mobile devices.

The deal, which has gone through an initial three month test period, has seen the agency commissioned with 12 posts for Microsoft through its #workandplay campaign, which will also include the posting of a ‘Work and Play’ meter on the Buzzfeed homepage to allow users to customise the site depending on their content preference.

The campaign will go live in the coming months, and will include two articles titled 12 Jobs You Won’t Believe Actually Exist and 10 Ways To Make Work Feel Like Play.

The strategic partnership has already been successful between the social news and entertainment company and UM in the States, explained Alan King, managing partner of digital at UM London. This is the first time that the two have extended that partnership beyond the US, after Buzzfeed launched in the UK last year.

King added that the deal would help strengthen the agency's offering to clients from a mobile perspective as it recognised that offering banner adverts were not the answer, but by creating engaging content there was a more sophistiacted method for brands to achieve cut through on mobile devices.

"Buzzfeed is one of the world’s most exciting websites. UM London has been able to draw on the strength of its network relationship and hit the ground running with arguably the hottest content marketing player around, King stated.

Will Hayward, VP of Europe, BuzzFeed, added that UM understood the value of social sharing and the power of consumers reading and sharing great content.

"The partnership will further the opportunity to explore new ideas and programs and we are excited to continue our relationship with UM," he continued.

Last week, UM London opened its new content division, UM Studios having hired James McAllister from VCCP as content directorto help produce online content for the agency's clients. The division will also be involved in generating ideas as part of the ongoing partnership, The Drum understands.

Microsoft UM London BuzzFeed

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