Fold7 | Agency Profile, Contacts, AOR, Client Relationships
|Main Telephone||020 7251 0101|
|Ryan N.||Founding Partner & Chief Creative Officer||London|
Sample of Associated Brands
|Lise M.||Production Partner||London|
|Nic D.||Creative Services Director||London|
|Philip H.||Global Business Director||London|
|Rani P.||Account Director||London|
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Sponsorship/Advertising Opps: Gumtree refreshes identity to boost connection with users & digitis...
Subject: Digital, eCommerce, Online, Classifieds, Sponsorships, Video.
Company: Gumtree – the UK's biggest classifieds site, specialising in second-hand goods for sale, motors, property and jobs; there are now more than 10m visitors coming to the site every month. Gumtree was acquired by eBay classifieds group for an undisclosed sum in 2005
Opportunity: Gumtree has just undergone a major rebrand and hired a lot of outside support as a result, likely in conjunction with the ad spend the company said it would be increasing, with a heavy focus on sports sponsorships. The rebrand included a revamped logo, improvements to its listings service and a new brand identity. The hope, according to Gumtree, is to match Facebook and Google in terms of UK user levels. The company hired Koto creative agency to develop the brand’s identity.
This is the first rebranding effort for Gumtree since 2000. Beginning today, a narrative TV campaign débuted, thanks to the work of Fold7, who Gumtree has worked with since 2013. There are numerous activations across PR, social media and print media as well. MyCleverAgency has also been behind creative for the relaunch, and the brand hired PR agency Manifest London for the rebranding strategy, centred on bringing to life its new brand mission, ‘a world of opportunity within our reach’.
Marketing Strategy: Gumtree has a lofty goal of offering their “world of opportunity” to every UK adult who uses the internet by 2018 and of becoming “the number one digital brand in the UK”.
Gumtree's general manager Morten Heuing explained that he is concerned that their brand is not connecting emotionally with the users and that they are “making major changes to [their] marketing as a result.”
He added, “Gumtree is a place that can help you get a job, find you a place to live, create an income for your family or pay for an holiday. We want to frame and conceptualise the life-changing opportunities that Gumtree can create for users in order to connect more emotionally with the UK audience.”
The fight to become a noble competitor in the rivalry between Facebook and Google will take time though. ComScore's most recent list of the top 20 biggest digital properties in the UK market indicates that Google has 45.7m unique monthly users, Facebook has just shy of 40m and Gumtree has a mere 15.3m monthly users.
As a reminder, part of the company’s strategy includes increasing its sponsorships (more on that under “new target audience” below). Advertising, campaigns and focusing on messaging to the community will be part of promoting brand awareness. Head of Marketing Hannah Wilson added, “We have to engage with people around their passions; football is a good start, and the plan is to invest considerably more on marketing next year as people really connect with the classifieds model.”
New Target Audience: Gumtree recently noticed that men were suddenly quite keen on the site as a result of a successful sponsorship of BT's Premier League, when historically Gumtree has appealed more to women. Reportedly, within the first week of coverage in August, car listings were up 41%, and visits to Gumtree's website grew 28%.
Head of Marketing Hannah Wilson said that although football was not the company's original focus, it turned out to be a good fit as BT gives the brand an all year presence. She also said that more regular sponsorships are in Gumtree's future and that the company is already in talks with a number of companies for sponsorships next year in order to reconnect with female customers.
Decision Makers on the Move: We discovered in December that eBay promoted Mr. Nick Martin to head of commercial operations for Gumtree. He was previously head of ad operations.
In his expanded role, Mr. Martin will oversee all commercial teams' workflow, display ad sales, classified sales, data management, B2B marketing, CRM and events activity.
Digital Breakdown: Moat UK reports that 10% of last year's display ads run by Gumtree were run publisher-direct, as opposed to programmatic. There were a total of 3,076 destinations, 6% of which were mobile.
In total, Gumtree ran 232 standard, 14 high impact and one video ad(s) during 2015 across 3,076 publishers (6% of which were mobile). This is a significant year-over-year increase in digital advertising, as Moat UK reports that during the same period in 2014, Gumtree only ran 17 standard display, no video and seven high impact ads with 19 publishers (5% mobile).
The publishers with the most standard display ads were news, arts & entertainment and hobbies & interest sites. Highest ad activity was February, March and June of 2015.
Agency Relationships: Gumtree works with MyCleverAgency and with the7stars for media buying and planning (appointed in 2011).
5 New Street Square, London EC4A 3TW
Mr. Steven Paul
Head of B2B Marketing & Sales Operations
Ms. Hannah Wilson
Head of Marketing
Mr. Nick Martin
Head of Commercial Operations