Playa will have a dedicated team and will serve clients across WPP.

In addition to access to Fullscreen’s 75,000 strong creator network, clients will be given first-look sponsorship opportunities with in demand creators and new programming formats across YouTube, Instagram, Vine, Snapchat and more.

Clients will also have access to Fullscreen’s creator/client platform, to match brand campaign audience targets with creators who can reach that audience with scale.

Rob Norman (pictured), chief digital officer, GroupM, said: “Influence has changed. New voices are needed for the digital generation. Celebrity ebbs and flows so much faster now and brands need to capture that flow and to exploit micro audience segments.”