Feb
24
Identity Crisis at Gawker? Nick Denton's Blogging Empire Working with Branding Agency Redscout
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Gawker Media, which is battling heavily financed digital publishers like BuzzFeed and Vox for audiences and ad dollars, is working with brand-strategy agency Redscout, according to two people familiar with the matter. The relationship began last summer, one person said.
Former Gawker employees believe it’s the first time the digital publisher has teamed up with a branding agency. The precise nature of the work is unclear. Both Gawker and Redscout declined comment.
Redscout, which is owned by MDC Partners, advises companies on developing a brand strategy. Its roster of clients include large consumer brands such as Pepsi, Lay’s and American Express, as well as media companies like ABC Family and LinkedIn.
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