Dive Brief: 

• BuzzFeed is partnering with WPP's Mindshare, offering the agency access to its data on the fastest-moving stories on social media. 
• Mindshare will be the first agency with direct access to BuzzFeed's Fre.sh — a proprietary app that ranks the fastest-moving stories on social media by pulling data from BuzzFeed and 200 other sites. 
• The agency will use the BuzzFeed data to help shape both real-time and long-term campaigns for its clients. 

Dive Insight: 

BuzzFeed has a winning hand when it comes to data and relevancy in the viral media world. It has figured out a formula that works for its own success and is now capitalizing on the wealth of its data. Agencies like Mindshare can benefit greatly from that data, and this partnership is likely the first of many.