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Media giant Viacom is dipping its toes in the influencer marketing waters, announcing an agreement Monday to acquire Whosay.
Terms of the transaction were not revealed, nor were any plans to reduce headcount at the New York-based influencer marketing shop.
The two companies have a history together, as Whosay has worked with Viacom on more than 50 campaigns, including one for last November’s BET Soul Train Awards featuring singer and songwriter LeToya Luckett and another featuring hip-hop star Lil Yachty and actor Keegan Allen for the MTV Movie & TV Awards last May.
Viacom said in a release announcing the deal that it will combine the media company’s global content engine, diverse audience and advertising tools with Whosay’s “precision ability to seamlessly match brand objectives with talent and creative,” highlighting the influencer marketing firm’s Match platform, a proprietary technology that helps brands find the most appropriate talent to work with, and its Whosay Shopper team’s brick-and-mortar...