The Huffington Post has teamed with Leo Burnett in a deal that will see the agency gain access to The Huffington Post’s data engines, which analyse real-time trends gathered from all of The Huffington Post’s social platforms.
The deal will also see Huffington Post’s in-house team work with Leo Burnett’s clients and collaborate on client campaigns.
Mark Renshaw, chief innovation officer at Leo Burnett North America said of the pairing: “Brands have a prime opportunity to drive cultural conversations opposed to following them. We can lead a new conversation or create a unique point of view and sustain it with culturally evocative content. And we can do it in a space where people participate at will.”
The two companies said that the deal “promises to transform the relationship between creative agencies and publishers”.
Arianna Huffington, president and editor-in-chief of The Huffington Post Media Group, added: “At HuffPost, we’re using all the tools at our disposal, all the time, to tell the most important and most entertaining stories. And Leo Burnett’s relationships with some of the biggest and most trusted brands makes it one of the world’s most connected and cutting-edge agencies.”
It is currently unknown which of Leo Burnett’s clients will work with the Huffington Post to begin with.