Reddit and IPG Mediabrands signs first global enterprise partnership agreement

Reddit has today signed a first-of-its-kind partnership with IPG Mediabrands which will benefit Mediabrands’ clients and strengthen Reddit’s global advertising business.

The partnership will be led by Reddit’s global agency development team. Mediabrands’ agencies will be granted early access to cultural trends in real-time on Reddit and data-driven insights to match, as well as other mutually beneficial strategic benefits.

In July last year, Reddit officially said “G’Day” to Australia, a core market to its international growth strategy, as it opened its doors to its local business, based in Sydney’s Barangaroo.

Reddit’s new Australian team launched with locally-based community, engineering and sales staff, as well as country manager, David Ray, who joined Reddit from WooliesX, and has experience leading teams in Australia for Amazon, Twitter and Telstra.

The IPG Mediabrands partnership, which will be led by Lindsay Kaufman who joined the Reddit team last summer from Initiative, where she was head of digital partnerships for the east coast. She previously worked at Mediabrands for 14 years and is based in New York. In the coming months, Kaufman and her team will collaborate with Mediabrands to fine-tune the Trending Insights Dashboard to suit their client’s needs and develop nuanced approaches in individual global markets.

The Reddit team plans to release insight reports for all major industry verticals throughout the partnership.

This is Reddit’s second enterprise partnership and first global partnership. Reddit’s growing presence in the UK, Canada, Australia, and Germany will allow Mediabrands to work with Reddit’s local Sales, Marketing Sciences, and Community teams to ensure the best possible results for their clients. A number of Mediabrands’ clients have already built relationships with Reddit globally.

Mediabrands’ teams will receive early access to a Trending Insights Dashboard tailored specifically for their needs. Clients will also have access to creative services from KarmaLab, Reddit’s in-house creative strategy agency, as well as other commercial benefits to maximise business value.

“We look forward to developing more sophisticated solutions to meet the unique needs of IPG Mediabrands’ clients,” said Reddit global EVP and president of advertising, Harold Klaje. “We have appreciated our strong relationship with Mediabrands for many years and believe that this collective partnership will take it to the next level. We’re refining tools, teams, and resources to ensure that Mediabrands’ clients are set up for long-term success on our platform.”

“Reddit remains an increasingly popular way for users to recognize creator content, interact with those communities and build further within each sector,” said MAGNA US president, Dani Benowitz., “Through this strategic partnership, our clients can expand direct communications between Reddit’s 100,000+ communities, their interests and connected conversations across sectors.”

According to the platform, brands looking for a deep, data-driven understanding of consumer sentiment are increasingly turning to communities on Reddit. The insights gathered from Reddit communities provide a strong opportunity for brands looking to align with and activate their most passionate audiences to drive effective, impactful, and strategic campaigns.

The Trending Insights Dashboard is an interactive tool that can algorithmically determine trending content on Reddit based on growth trajectory, engagement, and viral spread. These reports will speak to cultural genomes and unpack how advertisers can leverage trends before they become mainstream.


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