Gumtree appoints Fold7 as lead agency
Gumtree, the classified ads website, has announced the appointment of Fold7 as its new lead creative agency following a four-way competitive pitch with the support of RAR.
Fold7 will be tasked with overseeing creative strategy, advertising and brand communications maintaining and extending the brands recent success in the UK where it now reaches 18% of the population, up from 13% in 2011 according to Comscore.
The first fruits of the new partnership will emerge in early 2013 when the first Fold7 devised advertising will debut.
Hamish Stone, head of marketing at Gumtree, said: “Gumtree is a business on a great trajectory and we were looking for a best in class communications partner with a passion for excellent execution of multimedia campaigns and great strategic planning. Fold7 demonstrated all of these things during the pitch process, and we look forward to working with them on accelerating Gumtree’s growth in 2013.”
Ryan Newey, founding partner at Fold7, said: “Gumtree is a digital pioneer built on the premise of connecting people through a shared need. They have an ambition for growth through continual improvement to their service as well as new verticals. Gumtree has a great human feel to their brand and we look forward to exploring new ways to develop this and connect them with consumers”.