Mediabrands Publishing, a production arm of global media agency IPG Mediabrands, has partnered with video platform Vimeo to commission branded content from its community of filmmakers.
As per the partnership, announced Thursday, any filmmaker within the international Vimeo community could be approached to produce videos for one of the agency’s clients, and they would be paid upfront for the sponsored content deal, says Greg Clayman, general manager, audience networks, Vimeo.
“We have a directory of filmmakers and are able to source creators based on a brand’s need,” Clayman tells StreamDaily via email. “Our curation team maintains relationships with a number of filmmakers and is always on the lookout for high quality work, not only for Staff Pick consideration but also just talented creators that could be tapped for brand opportunities.”
Content created by filmmakers on behalf of IPG Mediabrands clients would be distributed on Vimeo and, exclusively, channels owned by the brand. The first Mediabrands Publishing client to commit to a project as part of the deal is Charles Schwab, a large investing services firm in the U.S. It will work with Vimeo to produce a series of videos for a campaign launching this summer.
Founded by Interpublic Group in 2007 to manage its global media assets, IPG Mediabrands manages and invests $36 billion in global media on behalf of clients, operating in more than 127 countries.