NEW YORK—May 2, 2013—Digitas, a digitally-led integrated brand agency, today announced a new partnership to distribute real-time content with The Huffington Post, one of the fastest-growing, most influential properties on the web. Announced onstage at the Digitas NewFront, one of digital content’s biggest events of the year, and an anchor event for the second annual Digital Content NewFronts, this new partnership will bring The Huffington Post’s “Brand as Newsroom” solution exclusively to Digitas’ BrandLIVE™, a proprietary agency platform that creates relevance and value for brands every day.
Launched in 2012, Digitas’ BrandLIVE™ is both a client service model and technology suite that combines social and content strategies with the agility of a news organization. The Huffington Post’s “Brand as Newsroom” platform will allow BrandLIVE™ teams to circumvent the traditional ad buying and trafficking process to publish “Sponsored Stories” on The Huffington Post within two hours. From articles to slideshows, Digitas clients will be able to choose from a wide variety of native ad formats to be distributed in real-time on both the publication’s homepage and appropriate vertical front pages (such as Healthy Living or Tech.).
“Digitas’ partnership with The Huffington Post is the next evolution of real-time content distribution,” said Tony Weisman, CEO, Digitas North America. “Our BrandLIVE™ platform was created to provide value and relevance for brands every day; this new tool helps us realize that promise through one of the most culturally relevant media properties in the world. Relevance has a deadline, and together we’re meeting it in new, creative ways.”
The Huffington Post’s “Brand as Newsroom” solution also offers Digitas new tools and products for real-time data and social media scheduling, as well as custom RSS feeds that use a proprietary Huffington Post algorithm to identify and evaluate “pre-trending” articles—content that is rapidly accelerating in both user engagement and social activity.
“We are delighted to be partnering with Digitas to harness the power of real-time tools to help brands tell their stories and build relationships while using social media to deepen connections with consumers and the impact brands can have on our lives,” said Arianna Huffington, chair, president and editor-in-chief of The Huffington Post Media Group.
Digitas’ BrandLIVE™ includes a stable of 25 open and collaborative partners across content, measurement, listening, and publishing. These partners are cast according to the specific goals and needs of each client. The agency has opened six BrandLIVE™ rooms within the last year and a half across Boston, Chicago, Detroit, London, and New York.
DigitasLBi, the leading, "most complete" global digital agency network partners with some of the foremost marketers and brands in the world. Also a top ten global agency, DigitasLBi comprises of 5,700 best-in-class digital and technology experts in 25 countries around the world.
In 2012, Digitas and LBi received a combined total of over 200 awards globally including two Cannes Lions Grand Prix's and SXSW People's Choice Award. Digitas was also recently named OMMA Agency of the Year 2012 and LBi UK Digital Agency of the Year 2012 by Marketing magazine. Digitas USA operates the brand content platform, The Third Act: producers of first and most well renowned event on digital content, The NewFront.
With sister agencies Starcom MediaVest Group, ZenithOptimedia, Denuo and Razorfish, DigitasLBi is a member of Publicis Groupe. Publicis Groupe [listed on the Euronext Paris Exchange - FR0000130577 - and part of the CAC 40 index] is the world's third largest communications group. With activities spanning 104 countries on five continents, Publicis Groupe offers local and international clients a complete range of advertising services. Web site: www.publicisgroupe.com
The Huffington Post
The Huffington Post is a Pulitzer Prize-winning source of breaking news, features, and entertainment, as well as a highly engaged community for opinion and conversation. The Huffington Post has 46.2 million monthly U.S. unique visitors (comScore January, 2013) posting over eight million comments each month. The site has over 30,000 bloggers -- from politicians, students and celebrities to academics, parents and policy experts -- who contribute in real-time on the subjects they are most passionate about. The Huffington Post has editions in the UK, Canada, Quebec, France, Spain, and Italy.