Branded-Content Deal for Yahoo!, GroupM

NEW YORK/SUNNYVALE: WPP’s GroupM Entertainment is partnering with Yahoo! in a bid to help marketers creatively incorporate their brands into original online programming, which will then appear across Yahoo!’s network of Internet properties.

The two companies will work together to identify advertisers, develop creative concepts in line with clients’ brand messaging and produce the content.

“Yahoo! has a keen understanding of what makes our audience click, and this partnership will help advertisers develop deeper connections with our users,” said Joanne Bradford, Yahoo!’s senior VP of North American revenue and market development. “Furthermore, Yahoo! can continue to build on its successful portfolio of the Internet’s most-watched original programming by tapping into GroupM’s incredible creative development talent.”