Gumtree pushes Digitas remit to drive next growth phase

Gumtree has expanded its partnership with Digitas Australia, extending the agency’s remit to include brand campaign development and media planning and buying.

The move follows Digitas Australia’s initial appointment late last year to lead Gumtree’s CRM program and signals a deeper integration across the business as the marketplace enters its next phase of growth.

Scaling brand and media

Under the expanded remit, Digitas will now support Gumtree’s new brand campaign alongside media planning and buying, bringing together data, media and creative to drive more connected customer experiences.

The partnership aims to ensure Gumtree reaches the right audiences with the right messaging at the right time as competition intensifies across the online marketplace.

Investing in platform evolution

The expanded scope comes as Gumtree Group continues to invest in its product and technology, focusing on improving platform safety and convenience for users.

The company has been repositioning itself as a modern marketplace, enhancing the experience for both buyers and sellers.

Alongside these changes, Gumtree has increased its marketing investment, engaging the market at scale to accelerate brand growth.

Data-led growth strategy

Rowena Kanna, Director of Marketing and Brand at Gumtree Group, said the partnership with Digitas will help build stronger brand momentum.

“We have been working hard to improve the Gumtree experience with a focus on safety – creating a secure and convenient environment where buyers and sellers can connect with peace of mind,” Kanna said.

“We’re excited to partner with Digitas to help us build brand momentum through smarter, more connected experiences that are underpinned by trusted data and insight.”

Main image: Davy Rennie and Rowena Kanna

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