US media giant Viacom has agreed to acquire WhoSay, an influencer marketing company, in a bid boost its capabilities across advertising, marketing, and digital content. The terms of the deal have not been disclosed.

The acquisition will see Viacom’s content engine, audience, and advertising tool combined with WhoSay’s ‘ability to seamlessly match brand objectives with talent and creative’.

 “We’re excited about a deeper integration with WhoSay and the strength of our combined capabilities,” said Sean Moran, head of marketing & partner solutions at Viacom. “This partnership will add to our linear, digital and mobile arsenal by bringing us further into the world of social media and shopper marketing. Together, we will offer brand partners unparalleled creative solutions that maximize the power of storytelling, influencer reach, omnichannel distribution and advanced advertising tools to create quality campaigns that drive results.”

Viacom and WhoSay have previously worked on more than 50 campaigns together – with the influencer platform executing campaigns for MTV, BET, and other Viacom brands over the past two years. These campaigns have featured the likes of Lil Yachty, LeToya Luckett, and Kegan Allen.