Nespresso signs up as YouTube ‘brand content partner’

YouTube is moving ahead with the message that ‘brands should act as publishers’ in Europe, signing up Nespresso as its debut brand partner here, after earlier pilot schemes in the US.

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Speaking at YouTube’s Brandcast event earlier this week, Dan Cobley, Google’s UK MD, told attendees Nespresso would be the first European partner for the scheme, which provides brands with all the tools, training and data to improve their content creation skills on the platform, after earlier trials in the US.

Previous brands to participate in the YouTube Partnership Programme, which was announced earlier this year at the Cannes Lions International Festival of Creativity, include American Express, Johnson & Johnson and PepsiCo.

Nespresso confirmed its participation in the scheme when contacted by Marketing Week.

YouTube claims the scheme helps brands effectively act as publishers, with the online services giant assigning specific account managers to show brands how best to use the service.

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