HuffPost and Leo Burnett team up for content

The AOL company and agency have announced a new global content-based partnership.
Photo: Buddawiggi, Flickr Creative Commons

AOL-owned Huffington Post and Leo Burnett have announced a partnership to create content for the agency’s clients.

The global deal, which a representative for HuffPost Canada says will be live here, is being heralded as a new model that leverages both the publisher and agency’s resources. It aims to connect brands with HuffPost Partner Studio, the publisher’s in-house team of branded content experts, according to a release.

A select group of Leo Burnett’s clients will be participating in the new model. HuffPost Partner Studio’s team of writers and strategists will work with Leo Burnett’s strategy team on new work, tapping into the website’s proprietary data engines that gather information from across its platforms.

The agency will also have first access to the publisher’s new social dashboard that will be used for content planning and creation at scale. In turn, HuffPost will have access to Leo Burnett’s brand planning and participation practice as well as its innovation tools to identify the ways that people engage with different product categories.

In Canada, Leo Burnett works with clients including Ikea, Kraft and P&G.