GroupM aims to give clients increased access to social influencers through partnership with YouTube network Fullscreen

WPP’s GroupM has teamed up with Fullscreen, a network of content creators that includes YouTube stars Grace Helbig and Andrea Russett, to launch an influencer marketing partnership that will provide clients with more opportunities to work with some of today’s most popular social media starlets.

Essence will now be the flagship of GroupM's digital offering

Called Playa, the partnership will serve clients across GroupM and WPP agencies and will be staffed by a team of influencers marketing specialists. GroupM would not disclose any information regarding brand launch partners.

CEO of Fullscreen George Strompolos, who previously served as an executive at YouTube and developed its Partnership Program that helps content creators monetize their videos, said in a statement that influencer marketing is “a great way to integrate a brand into cultural conversations with stars the audience connects to passionately.”

Clients will have access to Fullscreen’s creator network and “will get first-look sponsorship opportunities with in-demand creators and breakthrough new programming formats across YouTube, Instagram, Vine, Snapchat and more.” They will also have access to Fullscreen’s proprietary platform that matches a brand campaign audience target with creators who can reach that audience with scale.

According to Fullscreen, its network includes 600 million subscribers that generate more than five billion video views per month.

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Minda Smiley

Minda Smiley is a reporter at The Drum covering creativity and advertising. Based in Philadelphia, she oversees creativity coverage in North & South America and runs The Drum’s weekly “US Creative Works” roundup. During her time at The Drum, she has covered industry events including SXSW, ANA Masters of Marketing, 4A’s Transformation and C2 Montréal and has interviewed dozens of creatives for The Drum’s “What does it take to be a great creative?” video series.

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