Reddit is one of the 10 biggest social media brands and one of the most visited websites in the UK. It has a global network of 430 million users.
Allison+Partners will be responsible for a multidisciplinary brief in the UK market that includes earned and owned strategies. PLMR will handle a stakeholder engagement brief.
The immediate focus of work for Reddit will be to position its products and services with UK brands and advertisers, with an additional secondary brief to increase awareness of Reddit among potential new UK users.
The work will be led out of the London office by Alison+Partners UK and Ireland partner and managing director Jim Selman and account director Andrew Rogers.
“Reddit is a unique organisation dedicated to creating community and belonging. 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,” Selman said.
“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.”
Anna Soellner, director of communications at Reddit, added, “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 per cent 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.”
At PLMR, the Reddit account will be led by former special advisor to the Home Secretary and public affairs director Mo Hussein and senior account director Simon Darby.
“Ensuring that technology transforms lives for the better by bringing people together, encouraging the exchange of ideas and driving innovation is extremely important in this era of unprecedented digital connections and opportunity,” Hussein said.
“So, it’s incredibly exciting to be supporting Reddit, a pioneering organisation that is focused on doing this, to grow in the UK."