Havas Media Group North America has partnered with video-focused brand Tastemade to reach millennial audiences, “by way of the most effective and meaningful programming and distribution methods.”
Clients of Havas Media Group, the media division of one of the largest ad and communications holding companies, now get first-look access to Tastemade’s original content, media and sponsorships across its streaming video network, Instagram, Facebook, Snap, YouTube, Pinterest and TikTok platforms.
Jose Cuervo and 1800 Tequilla will be among the first brands to benefit from the partnership, with integrations beginning in the second quarter.
“Combining Tastemade’s digital-first programming knowledge with Havas Media’s expertise will allow us to curate more meaningful media experiences, driving even better results for our clients,” stated Colin Kinsella, CEO of Havas Media Group North America. “By entering into the planning phase of the buying process, we can develop more seamless integrations that become more memorable content.”
Tastemade produces food, travel and home-and-design content. Its OTT streaming network reaches over 65 million households, with long-form original series and documentaries, according to the company.
The publisher claims it averages 2.5 billion video views each month across 200 countries.
Tastemade has six studios worldwide, in Los Angeles, Sao Paulo, Buenos Aires, London, Paris and Tokyo. (Havas Media Group is based in Paris, but operates in 100+ countries.)
Based in Santa Monica, California, Tastemade is funded by Redpoint Ventures, Raine Ventures, Comcast Ventures, Liberty Media, Scripps Networks Interactive and Goldman Sachs.
It raised $35 million in a funding round in 2018.
Last summer, Tastemade signed a licensing deal with Hulu to deliver 24 series with original food, travel and lifestyle programming on the streaming platform.