WPP’s GroupM, which includes MediaCom, Mediaedge:cia and MindShare in its enclave, has inked a branded content deal with Yahoo! which is aimed at helping marketers creatively incorporate their brands into original online programming.

According to CNET, Yahoo! is trying to build out its Media group and ramp up original online content. Potential concepts in the pipeline include a reality show styled like the flick Almost Famous called Rock ‘n Roll Jet Plane and a Dirty Jobs-inspired series about unemployed job seekers called 50 Jobs.

Together, the two companies will strive to identify advertisers, develop creative concepts that map media content with an advertiser’s messaging and produce the content for each program. The release states that Yahoo will also promote these branded programs to targeted audiences in channels across its network.

More: “The New Yahoo! is All About You Not in Front of Your Computer”