Red Consultancy, the UK's 22nd largest agency, takes over from Manifest following a competitive pitch. It has been tasked with delivering a PR strategy that addresses reputational challenges and raises consumer engagement.
Isobel Coney, managing director for consumer at Red Consultancy, said: "Gumtree's scale and the opportunity it offers to a multitude of different people has to date been something of a well-kept secret. There's a much-needed education job to be done across the board but there's a wealth of incredible stories to tell about Gumtree."
Following a separate competitive process, the social agency 1000heads will handle community management, content production, paid social management and strategy development.
Gumtree head of PR Fergus Campbell, formerly a director at agency Golin, said: "The comms work being undertaken is focused both on 'classic' consumer engagement and awareness-raising - and also corporate activities to more proactively help communicate the benefits that Gumtree brings."
The site receives 18.7 million unique visitors in the UK every month. Earlier this year, Gumtree rebranded for the first time since its inception in 2000. The rebrand included a new logo, brand identity and developments across its mobile and desktop channels, as well as an "emotional" video: