BBDO is announcing the launch of Flare Marketplace, the first platform of its kind to be developed by an agency network.
Flare Marketplace is a global content creation ecosystem that connects brands to a diverse global network of production companies, animators, photographers, and content creators. The model, which offers unprecedented global scale, is a project or subscription-based service that offers brands the chance to deploy their “open content briefs” to this extensive network of creators. Creators will then respond to these requests with a treatment, allowing the brands to select the right partner to develop content depending on their needs. Brands can gain access to the platform and produce work for budgets as small as $500 UGC projects all the way up to full TVC productions.
“The world of content is rapidly evolving every day,” said Matt Scoville, Head of Unified Production at BBDO. “Platforms like TikTok are changing the content paradigm, asking brands to create more content, at times with less polish, all while generating more attention than ever before. We built Flare Marketplace to support brands in this new reality. This is not a content studio, this is a content operating system that will give brands on-demand access to creators and companies that live within these channels every day, delivering more relevant, more compelling content for less.”
The platform is fully operational today and has already provided a range of content services to many brands around the world including Bayer, Jack Daniel’s and Champion. Flare Marketplace will have its “headquarters” out of Energy BBDO in Chicago but will operate across markets through its centralized technology platform. A platform that will allow for new content creators to sign up in real time and join the community after a short vetting process, providing valuable exposure to both the agency and a multitude of brands.
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BBDO views the platform as a supplemental resource for brands, not a replacement of their current production solutions. Given the low barrier to entry from a pricing standpoint, the agency feels that Flare Marketplace will provide them with another tool to help solve content needs in an agile and creative manner.
“Flare Marketplace will give us the chance to blend BBDO craft and storytelling with an incredibly passionate, diverse and talented creator community” said Scoville. “We feel that the possibilities are endless with this platform, and we can’t wait to see what we will unlock with our client partners.”
