Facebook and advertising holding company Publicis Groupe announced a sweeping, long-term partnership today. The deal is said to be worth around $500 million, according to AdAge.
The multi-year partnership is “focused on co-creation of product around data, video and images, including core Facebook and Instagram,” said Laura Desmond, CEO of Starcom MediaVest Group, the Publicis agency that managed the agreement.
The deal is said to include integrating Facebook data into Publicis’ media platform, access to Facebook engineers, analysts to develop better measurement tools for rich media as well as creatives to develop custom ad units or content for Instagram.
“You can boil it down to integration and data. We’re the first agency network that will have this comprehensive level of data and access,” Desmond told the Wall Street Journal.
Carolyn Everson, VP of global marketing solutions at Facebook, told AdAge, “This is the first time we have all of the different elements that will allow clients to reach a significant scale of 100 million people a day in the U.S. and [specific] audiences within the 100 million the client wants to reach.”
The Publicis Facebook deal is the latest in a string of major partnerships between Publicis agencies and digital media companies.
In April 2013, Starcom MediaVest struck a multi-year deal with Twitter, reportedly worth $200 million. Starcom inked a deal with Yahoo for video content and ad targeting deal in November 2013. MediaVest signed a one-year deal with Google worth tens of millions for guaranteed placements on YouTube, the Google Display Network and mobile networks in addition to creative resources and analytics support this spring.