At its Digital Content NewFronts presentation this afternoon, DigitasLBi announced a deal to crank out lots of advertisements and content for Ben Lerer’s Group Nine Media.
Group Nine was formed in October with a $100 million investment from Discovery Communications as an umbrella company for Thrillist, NowThis, Seeker and The Dodo. The DigitasLBi program marks the media company’s first deal with an agency, per Lerer, Group Nine’s CEO.
“Content consumption has totally changed—the last few years in particular has brought this rush to social,” Lerer said.
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