Dive Brief: 

• Digital agency DigitasLBi has joined forces with social news site BuzzFeed to help brand clients create better content. 
• A team from the marketing side of BuzzFeed will take up shop in DigitasLBi's New York office as part of the "BuzzFeed in Residence" program. 
• The two companies have been working together for over two years, building content for DigitasLBi's brand clients. Now those brands will have a steady presence on BuzzFeed. 

Dive Insight: 

The more prominent branded or native content becomes, the more often we may see collaborations like this. The two companies believe that face-to-face interaction is the best way to come up with creative ideas for content, and there is some merit to that idea. Critics may worry that having an in-house team may blur the lines between advertising and publications too much, but BuzzFeed has never seemed concerned with that criticism.