Publicis Groupe media shop Starcom MediaVest Group has racked up a lot of digital deals over the past few year, but the agreement it has struck with production firm BermanBraun has the potential to be one of the biggest, according to stories in the NYT and AllThingsD.
The deal could be worth $100 million in ad spending over the next four years. Under the terms of the arrangement, Starcom would get a “first look” at the various online content sites that BermanBraun operate, including the producers’ partnership with MSN on Wonderwall.com and Glo.com, as well as the forthcoming political entertainment site for MSNBC.com and a site for Latinos. Longer term, BermanBraun are working on movie and television portals.
While Starcom gets a first look at the ad placements and content, the deal is by no means exclusive, as BermanBraun can still sell ad inventory across its sites to Stacom rivals. But being first in line, and having a hand in selecting ad formats, is a major advantage.