Pedestrian Group reveals new MD and publisher

Pedestrian has appointed its first managing director and publisher, a month after the merger of Allure Media and the youth publishing group, Mumbrella can reveal.

Group commercial director, Brian Florido, has been promoted as the first managing director of the group. Florido joined Pedestrian in 2012 from OMD, where he spent six years as communications manager.

At the same time, Pedestrian’s former head of editorial, Vanessa Lawrence, will return in the newly created role as publisher. Lawrence, who is currently deputy editor of Qantas Magazine, will now oversee publishing strategy across Pedestrian TV, Business Insider, Pop Sugar, Gizmodo, Kotaku and Lifehacker.

New managing director Brian Florido

Pedestrian founders Chris Wirasinha and Oscar Martin will both remain in their roles, reporting directly to managing director of publishing at Nine, Chris Janz. Group publisher of business and technology, Paul Colgan, and Popsugar Australia’s executive editor, Amanda Bardas will both remain in their roles.

Wirasinha said the new appointments would kick goals for the publisher’s brands.

“Brian and Vanessa are both brilliant leaders who have built formidable track records at Pedestrian. Over the past six years Brian has been instrumental to Pedestrian’s growth. We wouldn’t be where we are today if it wasn’t for his leadership,” Wirasinha said.

“We’re also thrilled to welcome back Vanessa who is one of Australia’s finest publishing talents and can’t wait to see the results she can drive alongside our phenomenal editorial leaders already kicking goals for their brands.”

Florido, who is proud of his six years so far with the business, is looking forward to the next challenge.

“I’m excited to take on the challenge of leading the growth of the newly formed Pedestrian Group and continuing to dominate the youth media space with ventures into ticketed events like Selfish Weekend, more integrated TV opportunities such as Big Flick Energy and further innovation across our video and native products,” Florido said.

New editorial boss Lawrence said she was looking forward to driving new initiatives and products.

Lawrence is returning to Pedestrian TV after time with Medium Rare Content

“With the addition of the Allure Media brands, Pedestrian is entering its most exciting chapter yet. I’m thrilled to be welcomed back to the business in such a different capacity, and in a role that will allow me to work across such a dynamic and powerful stable of brands,” Lawrence said.

Nine – the owner of both Pedestrian and Allure Media – decided to merge the two businesses in December last year, shortly after the acquisition of Fairfax Media. The decision resulted in the departure of Allure Media CEO Jason Scott, as well as a number of redundancies across commercial and editorial. At the time, Nine said the redundancies were in line with the 92 already flagged as part of its merger with Fairfax Media in late December.

All staff are being relocated to Pedestrian TV’s offices this month.


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.