Tumblr selects partner agencies in bid to encourage brands' use of platform

We Are Social, BBH and Social@Ogilvy have been named as the three agencies in Asia that will participate in Tumblr’s “A-List Partnership Program". A total of 12 agencies have been chosen globally.

Similar to Facebook's Preferred Marketing Developer Program, Tumblr's initiative aims to equip agencies with advice, resources, and tools to ensure they can correctly advise clients on how to best leverage the platform.

Rick Webb, marketing and revenue at Tumblr, said the site is happy with the early success brands have had using Tumblr to tell their stories. "We're so excited to step up our service and to offer these great partners another level of the tumblr experience," he added.

To date, the microblogging and social media site has hosted little advertising, although brands are increasingly using the platform for posting content in an effort to drive engagement with consumers.

It is understood that the aim of the initiative is to encourage brands to use Tumblr to post content, as well as to advertise.

Simon Kemp, managing director of We Are Social Singapore, said a key advantage of the platform is that it allows brands to blend long-form content with quicker, shorter updates.

“Tumblr is a beautiful modernisation of the blog concept,” he said. “It allows for the creation of a steady stream of content, which gives people reason to check what brands have to say on a regular basis.”