UM and the social news site, BuzzFeed, have announced a global strategic partnership and the official launch of UM BuzzFeed Studio. The alliance is a global media agency first and will allow clients to experience a new modal for creating rapid response content in the social space by leveraging BuzzFeed’s expertise in social and native advertising.

Through a Brand Accelerator Program, brands will work directly with UM and BuzzFeed in a live workshop setting to create, produce and distribute real-time content for the BuzzFeed platform in 24 hours.

“Storytelling is the beating heart of marketing in the social age, and BuzzFeed and UM are passionate believers in its power,” said Scott Donaton, Chief Global Content Officer at UM. “UM BuzzFeed Studio brings our clients in as partners in carving the path forward. Our goal is simple: lead the way in defining new models for how brand stories are shaped and shared.”

As part of the partnership, BuzzFeed will have access to UM’s proprietary Audience Measurement Platform (AMP). AMP-derived metrics will reveal the effectiveness of branded content for specific brands, beyond social measurements.

The partnership will also include extensive training on the BuzzFeed platform for UM account teams and a talent exchange program between UM and BuzzFeed. Hackathon sessions with clients and/or complementary media partners to innovate new platforms and programs will also be included, as well as an official UM Social Storytelling Certification.

This partnership solidifies UM as a leading innovator in branded content creation, the first media agency to develop an in-house custom media capability, where custom content teams work hand-in-hand with client teams to develop integrated communications strategies for clients.