FleishmanHillard has established a venture with News Corp.'s Storyful unit, generator of video and user-generated content distributed to newsrooms, advertisers and brands.

The partnership enables clients of the Omnicom's social newsroom and ContentWorks offerings to integrate UGC into their marketing campaigns.

“Storyful provides an important opportunity to quickly and effectively combine the power of user generated content directly into a branded environment,” Ephraim Cohen, SVP in FH's social & digital practice, said in statement. “Being able to edit UGC for a premium brand, as well as quickly license its usage, makes this partnership particularly powerful and unique.”

Rahul Chopra, Storyful chief, the company's said "journalistic sensibility and proprietary technology" is going to help FH commercialize content for clients.

Dublin-based Storyful was founded in 2010 and acquired by News Corp. three years later.