DigitasLBi and BuzzFeed team up for digital branded content
BuzzFeed, Epic Digital and DigitasLBi have teamed up to create a program called ‘BuzzFeed in Residence’.
The project will see both sides work on strategies to create digital branded content, based on breaking news and trends.
According to Jonathan Perelman, VP of agency strategy and general manager of video at BuzzFeed: "The BuzzFeed in Residence program was created with the belief that the best work will come from face-to-face collaboration."
BuzzFeed currently uses branded content as the only form of advertising on the site – there are no banner ads or home page takeovers.
Adam Shlachter, head of media activation North America DigitasLBi, told Adweek: "[Buzzfeed has] a formula for connecting with people, the things they want to read, the things they want to share, the things they want to talk about. We think we can combine that formally with how we think about the media to help brands tell really powerful stories."
Over the past few years, DigitasLBi and BuzzFeed have created branded content for companies such as Taco Bell, American Express and Virgin Mobile.
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