The rise of content marketing and native advertising occasionally makes for strange bedfellows, as in a recent alliance between ad agency Leo Burnett and digital publisher The Huffington Post, which the companies plan to announce Monday.
Under the agreement, HuffPost Partner Studio, the publisher’s in-house team that creates articles, videos and graphics for advertisers, will work with Leo Burnett to develop strategies and then produce content for the ad agency’s clients. The work will be distributed across The Huffington Post as well as other websites and social platforms owned by AOL. One or two employees of HuffPost Partner Studio will work in the Leo Burnett office in Chicago several days a week.
Participating Leo Burnett clients will also have access to proprietary data from the publisher’s social media platforms. The Huffington Post’s newsroom is not involved.
In the Name of Content Marketing, Leo Burnett to Share Client Work With Huffington Post
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