Maker Studios has already partnered with the big guns for its Maker Select ad-buying service. Now the Disney-owned multichannel network has signed on its first small-scale agency, which leans heavily on social and digital.
San Francisco-based MUH-TAY-ZIK | HOF-FER becomes the first independent agency to gain access to Maker Select, which allows media buyers to purchase ad space on the network's 55,000 YouTube channels, as well as any other YouTube channel. Maker Select, introduced at the company's NewFront presentation in April, also offers Nielsen Online Campaign Ratings.
"Working with Maker enables us to strategically integrate further into the rapidly evolving digital landscape," said Eric Perko, director of media at MUH-TAY-ZIK | HOF-FER, in a statement. "Striking a relationship like this is unique for an independent agency, and we're the only ones doing it."
Maker previously worked with M/H on a social Super Bowl campaign for client Audi. The effort generated more than 6.8 million social impressions.
"We wanted to get someone who was forward thinking and nimble," Todd Barrish, Maker's svp of strategic partnerships, told Adweek. "We saw that they had a good knowledge of how to reach a very specific audience on YouTube and how to leverage content creators in a powerful fashion."
Maker has already partnered with larger agencies including DigitasLBi and Starcom Mediavest for Maker Select. What makes this partnership unique, according to Barrish, is that smaller, independent agencies tend to be more flexible with select clients. M/H has a staff of 80.
"When we talked about Digitas it was really based on audience guarantees," explained Barrish. "When we talked about MUH-TAY-ZIK | HOF-FER, we're giving them the opportunities to do it against audience guarantees but also without the audience guarantee overlay on top, so they can be nimble according to their clients' goals."
The news follows a rough week for the multichannel network. Last week, Maker saw the departure of chief content officer Erin McPherson—the first major executive shuffle since Disney purchased it last year. Also, Re/code reported that Maker founders would get $105 million out of a potential earn-out goal of $200 million for 2014.
Despite the choppy waters, Barrish is bullish on Maker Select. "It's been more positive then we originally thought it was going to be," he said.