UM London has announced a strategic partnership with BuzzFeed, the leading social news and entertainment company. The partnership will give UM London industry-leading insight into the content marketing practices of one of the fastest-growing websites in the world.

The deal has been rolled out in the UK following a partnership between UM in New York, which was the first global media agency to partner with BuzzFeed.

“BuzzFeed is one of the world’s most exciting websites,” said Alan King, Managing Partner for Digital, UM. “UM London has been able to draw on the
strength of its network relationship and hit the ground running with arguably the hottest content marketing player around.”

Will Hayward, VP of Europe, BuzzFeed, says, “UM understands the value of social sharing and is keenly aware that consumers will read and share great content that matters to users. The partnership will further the opportunity to explore new ideas and programs and we are excited to continue our relationship with UM.”

UM London has already run a number of successful campaigns for Microsoft and has commissioned 12 posts, as part of the #workandplay campaign. This will also include a ‘Work and Play’ meter on the Homepage that will allow users to customize their BuzzFeed experience with serious or irreverent content by choosing either the ‘work’ or ‘play’ buttons. Two of the live articles are titled “12 Jobs You Won’t Believe Actually Exist” and “10 Ways To Make Work Feel Like Play.”