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Boss Hunting and The Versatile Gent to unite under Luxity Media

Publishers Boss Hunting and The Versatile Gent will unite under the one company, Luxity Media.

The two publishers, who both launched in 2012, will continue to operate as separate entities, but will work with advertisers together on various campaigns.

The two companies will now operate under the one bunner

As a result, The Versatile Gent’s co-founder Tom Hosking will take on an advisory role and continue his position as agency partner at Facebook. The Versatile Gent’s other co-founder, James Want, will continue to work with the business as creative director.

Boss Hunting’s publisher, Jack Slade, said the joint entity would allow brands and media agencies to achieve higher reach.

“We knew that budgets would be better spent if we co-produced a better quality product for our clients, and proved it at the end of 2017,” Slade said.

“Rather than compete, we decided to work together to maximise impact and reach on competitive budgets. With the addition of Instagram influencers, the men’s lifestyle space has become increasingly contested in recent years and we found ourselves pitching for the same work, with fragmented budgets time and time again.”

The Versatile Gent’s co-founder, James Want, added the joint formula already “works”.

Boss Hunting and The Versatile Gent have already worked with a number of brands together, including Adidas, American Express, Nike, Tommy Hilfiger and Johnnie Walker.

Since uniting, Luxity Media is claiming 930,000 website page viewers, 12.43m collective impressions on Instagram and 3.84m unique users on Facebook.

According to Google Analytics, Boss Hunting had 127,000 unique visitors a month and 540,000 page viewers, while The Versatile Gent had 35,000 unique visitors and 69,000 page views.

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