Viacom Acquires Whosay to Help Advertisers Create More Branded Content

Viacom Inc., the owner of MTV and Nickelodeon, said it has agreed to acquire influencer marketing shop Whosay Inc., joining the list of media companies investing in advertising services.

Whosay, an eight-year-old shop with around 70 employees, had early success with a platform that helps celebrities manage their social media presence. The shop also helps brands create and distribute digital content, as well as connects brands with influencers who tend to have large fan bases. Whosay’s brand clients include marketing heavyweights like McDonald’s , Coca-Cola and Macy’s .

Viacom plans to utilize Whosay to help brands create campaigns that are consistent across digital platforms as well as TV, and those services will help the company generate incremental revenue, said Viacom’s ad sales chief, Sean Moran. Terms of the deal weren’t disclosed.

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