Reddit Reaches Global Enterprise Partnership Agreement With IPG Mediabrands

The companies said the partnership—which will be led by Reddit’s global agency development team—will benefit clients of Mediabrands agencies and help Reddit to bolster its global advertising business.

Reddit reached its first ever enterprise partnership agreement last March, inking a pact with Omnicom Media Group, and independent performance marketing firm Tinuiti became Reddit’s first independent agency partner in February.

Several Mediabrands clients already have global relationships with Reddit, and the partnership will enable them to work with the platform’s community, local sales and marketing teams, as well as give them access to a trending insights dashboard tailored specifically to their needs.

Reddit described the trending insights dashboard as an interactive tool that algorithmically determines trending content on its platform based on engagement, growth trajectory and viral spread, giving advertisers the chance to leverage those trends before they become mainstream.

The platform said it plans to release insight reports for all major industry verticals throughout the course of its partnership with Mediabrands.

The agency group’s clients will also have access to creative services from Reddit’s in-house creative strategy agency, KarmaLab, and they will receive other commercial benefits, as well.

Lindsay Kaufman will lead the partnership. She joined Reddit last summer from IPG Mediabrands’ Initiative, where she was head of digital partnerships for the East Coast, and she had been with Mediabrands for 14 years, based in New York.

Reddit global executive vice president and president of advertising Harold Klaje said in a statement, “We look forward to developing more sophisticated solutions to meet the unique needs of IPG Mediabrands’ clients. 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.”

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