The line between editorial and advertising continues to be blurred. Recognizing that, The Huffington Post has decided to just go ahead and cut to the chase by partnering with ad agency Leo Burnett.
Under the deal, staffers at HuffPost Partner Studio — the company’s in-house sponsored content team — will meet with Leo Burnett staffers to create ads, which will be used by the agency’s clients. The ads will also be featured on HuffPost and other AOL sites.
A recent survey found that 75 percent of US marketers intend to increase their content marketing spend, but that 70 percent found content creation a key challenge,” said Jimmy Maymann, HuffPost’s CEO, in a statement. “This partnership between The Huffington Post and Leo Burnett answers that clear market need. Together we will be able to offer brands a unique combination of award-winning creative talent and unparalleled expertise in developing, distributing and amplifying highly shareable brand content.”
Feel the excitement!