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.
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.