MCN and media company Fullscreen has joined forces with GroupM, the media buying division of WPP, to form Playa, an influencer marketing group.
Fullscreen founder CEO George Strompolos and GroupM chief digital officer Rob Norman announced the partnership during the Mindshare keynote address at the CES convention in Las Vegas, Nev. on Jan. 5.
Playa will serve clients across GroupM and WPP agencies and will gain access to Fullscreen’s creator network, which consists of more than 75,000 creators such as comedian Grace Helbig (pictured) and Viner Nash Grier. The marketing group will be staffed by a dedicated team of specialists and will provide clients with first-look sponsorship opportunities with those creators, as well as with opportunities to work with Fullscreen’s in-house production team, which has created branded campaigns as well as full-length features such as The Outfield (starring Grier).
Norman said in a statement that the changing nature of celebrity and the rise in prominence of digital stars as celebrities (with many raking in the millions) has created an ideal landscape for such a launch.
“Influence has changed,” Norman said in a statement. “Celebrity ebbs and flows so much faster now and brands need to capture that flow and exploit micro audience segments.”