WPP’s GroupM has announced a partnership with BuzzFeed, which will allow its agencies “unprecedented access” to its content creators and “preferential pricing” on the site.

GroupM agencies will become first to use BuzzFeed’s proprietary data technology ‘POUND’, including analytics on how content is shared from its site and across social media platforms like Facebook and Twitter.

WPP’s creative teams will be offered a “residency”, with access to BuzzFeed’s social content experts, as well as dedicated creative group at BuzzFeed Motion Pictures for the production of branded video content.

The deal involves no investment or equity exchange between the companies, and is not exclusive.

Dominic Proctor, president of GroupM, said the investment proved the company’s commitment to creating “socially and culturally resonant content” for millennials.

GroupM chief digital officer Rob Norman added: “The future of advertising lies at the intersection of creativity, data, media and technology; that’s where BuzzFeed has built its business and proved its value to brands.

“This is a terrific opportunity for our clients to move swiftly and succeed in the fastest growing media platforms. We have appointed partnership leaders from each GroupM agency, and other WPP agencies will do the same.”

BuzzFeed, which boasts 200 million monthly unique visitors, will be hoping that the agreement will super-charge its revenues in the wake of its $200m investment from NBC Universal.

“This is an exciting time for our company,” said BuzzFeed president Greg Coleman. “Our audience is growing on and off platform. Our Motion Pictures studio is booming and now reaches 1.5 billion video views a month – from shorter than short form on Snapchat, to original scripted series.

“We’re excited to take our unique approach and voice in branded content, data and iterative learning in a big way with GroupM and [its] clients.”