Tumblr Debuts Agency Program

AKQA, Deep Focus, Ogilvy and Droga5 among initial partners

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Tumblr has announced a dozen ad agency and technology vendors as the first participants in its A-List Partnership Program, which appears to be similar to Facebook's Preferred Developer Program. Notable Tumblr partners include AKQA, Social@Ogilvy, Deep Focus, 360i, Droga5, We Are Social and Carrot Creative.

Rick Webb, marketing and revenue lead at New York-based Tumblr, said in a statement: "We couldn’t be happier with the early success brands have had using Tumblr to tell their stories, and we’ve been honored to work with some of the most creative and talented agencies around the world."

The move comes one month after Tumblr showcased its two young ad products at Advertising Week. Ad buyers have included notable brands like ABC, Coke and Adidas, which have given some rave reviews.

"Tumblr is about visual storytelling," said Aisling McCarthy, account lead for Adidas at We Are Social, during the trade conference in early October. McCarthy explained how We Are Social shot original footage of European soccer stars, turned the footage into stills and gifs, and baked them into Tumblr ads which got shared by fans all over the world.

The A-List Partnership Program could escalate such brand activity on the micro-blogging platform. Like Facebook's Preferred Developer Program, Tumblr's initiative will give agency partners more access to the site's application programming interface (API), fire hose of data, how-to training and overall technical support.

@Chris_Heine Christopher Heine is a New York-based editor and writer.