LadBible to launch in Australia

LadBible is setting up shop in Australia, in what will be the company’s first international office.

Mumbrella understands the UK-founded publisher is planning on officially opening its doors within the next few months, once a local team has been hired.

The Australian arm will be led by general manager Joseph Summers, who is currently looking to fill roles across editorial, creative, sales and operations. Summers, previously a sales director at Guardian News & Media, joined LadBible Group as head of agency sales in 2017, and moved to Australia late last year.

Joseph Summers will be leading the Australian arm

The socially-led company is one of the biggest publishers on Facebook, with its videos regularly reaching into the tens of millions of views. It recently acquired its biggest rival, UniLad, after reportedly buying up the company’s $5m debt. UniLad will also operate in the Australian market.

LadBible’s local Facebook page has been controlled from Australia since January.

According to Summers, LadBible reaches “almost half of all Australians each month” and the Australian office will aim to “service that audience better by producing content for Australians.”

It also plans on working with Australian brands to provide local collaborations.

When asked about where he sees LadBible fitting into the Australian market, Summers added: “It’s essential that we don’t just do what works in the UK and assume it will do well here. So, we’ll be listening to our community to learn what it is they want to hear from us.”

The launch will come as other international publishing brands scale back in Australia. Recent months have seen the likes of Huffington Post, BuzzFeed and Vice make cuts in their Australian teams.


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