The partnership, called BuzzFeed In-Residence, will bring publisher brand teams in-house for “rapid response” client work at DigitasLBi; Weisman noted the beta test will begin with two clients and will incorporate Digitas’s BrandLIVE war room. (This is reminiscent of Mindshare North America’s “The Loop,” an initiative that combines a physical space and collaborative software agreements for quick responses to client needs).
Additionally, the agency will work with creative production house Epic Digital to develop longform content, and subsequently measure the influx of that content through a NewFront Brand Content Index it rolled out with content measurement software company SimpleReach.
Although the platform is exclusive to DigitasLBi clients for the remainder of the year, it will be opened up for general release after that. Eddie Kim, SimpleReach’s CEO, said there are a “lack of tools to measure success” of content cross-platform. (The TV constituency claims the same).
The index pulls in anonymized metrics data from publishers and media companies like VICE, Time Inc., and The New York Times and allows a brand to benchmark content marketing performance (traffic from social, unique reach, etc.) against defined competitive sets like other brands or even trending media from a musical artist, for instance, that may compete with (or amplify) a message.