Multi-platform production company Fullscreen is partnering with GroupM, the media investment management division of British-based global advertising and public relations giant WPP, to launch the influencer marketing service Playa.
The announcement was made today at the Mindshare keynote address at CES in Las Vegas featuring Sir Martin Sorrell, founder and CEO of WPP, and Peter Chernin, founder and CEO of The Chernin Group.
Staffed by a dedicated team of influencer marketing specialists, Playa will provide clients across GroupM and WPP agencies first-look sponsorship opportunities with stars from Fullscreen’s 75K-plus online creator network and access to Fullscreen’s proprietary creator/client platform, which matches a brand campaign audience target with creators who can reach that audience with scale.
Playa clients will also have the opportunity to work with Fullscreen’s in-house production team, which has created campaigns for everything from packaged goods to beauty products.
“Influence has changed,” said Rob Norman, chief digital officer of GroupM, in a statement. “New voices are needed for the digital generation. Celebrity ebbs and flows so much faster now and brands need to capture that flow and to exploit micro audience segments.”