Maja Pawinska Sims 28 Sep 2020 // 2:48PM GMT
LONDON – Allison+Partners and PLMR have won a combined communications brief for global social media platform Reddit as it expands into the UK.
The platform is the latest addition to the two agencies’ shared client roster. After a joint competitive pitch, Allison+Partners will be responsible for a multidisciplinary campaign that includes earned and owned work, while public affairs specialist PLMR will handle a stakeholder engagement brief.
Reddit is one of the top 10 social media brands in the world and one of the five most-visited websites in the UK, bringing together communities with varied interests. The immediate focus of the agencies’ work will be to position Reddit’s products and services with UK brands and advertisers, with a secondary brief to increase awareness of Reddit amongst potential new UK users.
Chief operating office, Jen Wong said the platform was already working with brands including Samsung, Netflix, PlayStation and Pringles in the UK: “Our mission at Reddit is to bring community and belonging to everyone in the world. Brands looking to engage in an authentic and interesting way can be a part of this mission too, tapping into our 430M+ active users in the process. With a dedicated team now fully operational in the UK and growing interest from local brands to be part of the Reddit community, we are primed to service the UK advertising market with best-in-class campaigns that cut through.”
Anna Soellner, Reddit’s director of communications, said: “This is an exciting moment for Reddit as we expand into our first market outside the United States. The UK is home to our second largest user base and growing at nearly 64% each year. We are thrilled to join forces with Allison+Partners and PLMR as we look to fulfil our vision for our business and our community of users.”
The communications work will be led out of Allison+Partners’ London office by UK managing director and partner Jim Selman and account director Andrew Rogers. At PLMR, the work will be led by public affairs director Mo Hussein and senior account director Simon Darby.
Selman said: “The platform helps people to better understand their world, and we are delighted to tell their story to a UK audience at a time when the power of community has never been more important. The addition of Reddit to our portfolio in Europe continues to demonstrate the increasing demands from clients for integrated storytelling, compelling content and engagement to create cut through.”