Fullscreen and GroupM, two entities backed by global advertising-services firm WPP,  have partnered to form Playa, an influencer marketing partnership dedicated to serving clients across GroupM and WPP agencies.

The venture will be staffed by a dedicated team of influencer marketing specialists. Clients will get first-look sponsorship opportunities with in demand creators and breakthrough new programming formats across YouTube, Instagram, Vine, Snapchat and more. They will have access to Fullscreen’s proprietary creator/client platform, which matches a brand campaign audience target with creators who can reach that audience with scale. Playa clients will also have the opportunity to work with Fullscreen’s production team, which has created one-of-a-kind campaigns for a wide array of clients from packaged goods to beauty.

“ Celebrity ebbs and flows so much faster now and brands need to capture that flow and to exploit micro audience segments,” said Rob Norman, GroupM’s chief digital officer. “Fullscreen is a leader in this space and has distinguished itself by seamlessly marrying the creative vision of brands to influencers.” George Strompolos, CEO, Fullscreen , also made the announcement.

WPP, the British ad-services holding company, is an investor in Fullscreen. GroupM, which is part of WPP, oversees the investment of advertising dollars across media outlets.