Concrete & Scroll mix it up

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AUCKLAND, Monday: Concrete Playground and Scroll Media are to partner up “to put renewed emphasis on the New Zealand market”. Scroll will exclusively represent the award-winning culture & city guide in the New Zealand market, working alongside a new editorial lead.

Concrete Playground MD Alex Light said: “Effectively immediately, we have has appointed Scroll Media to represent the brand in the New Zealand market. Scroll’s focus will be taking Concrete Playground’s media and branded content offering to media agencies and direct clients, alongside their portfolio of premium digital publishers.

“Concrete Playground was launched into the New Zealand market in 2011, and today reaches over 500,000 culture-hungry users monthly across its websites, email newsletters, social platforms and content distribution partnerships.

“In addition to the media sales agreement, Concrete Playground has appointed a new editorial lead for the New Zealand market, Emma Clark-Dow, who joins the business from Stuff NZ as a reporter covering arts, food and culture in the Auckland market.

“Alongside the Editorial and Commercial focus, Concrete Playground will also be rolling out the first iteration of a broader site-wide redesign.

“The first phase, which is already live on the Concrete Playground site, includes a significant technical enhancement of the Concrete Playground Directory functionality, which will significantly improve the customer experience on-site.

“We’re delighted to be partnering with Jane, Scott, and the team at Scroll to represent our brand in New Zealand.

“In addition to this agreement, CP has appointed a new editorial lead for the NZ market, Emma Clark-Dow, who joins from Stuff NZ as a reporter covering arts, food and culture in the Auckland market.”

“Whilst we’ve been present in the New Zealand market for almost 10 years, this partnership comes at a time when we are putting renewed focus and investment into our platform in the market, across editorial, product and sales; and together we are looking forward to building Concrete Playground into an essential source for Kiwis to turn to in order to inform their leisure time and get the best out of their cities.”

Scroll Media MD Jane Ormsby said: “With Scroll continuing to focus on premium contextual environments, Concrete Playground and their editorial team bring a large audience and a level of expertise in talking to a demographic that’s getting increasingly challenging to engage.

“We’re excited to be able to bring brands together with Concrete Playground to innovate, excite and drive results. With display and content right through to integrations, partnerships and events the opportunities for brands are substantial.”

The representation agreement commenced on July 1.

About Scroll Media
Scroll Media is a premium digital advertising network representing the advertising sales for a range of premium publishers. Scroll has a focus on sponsored content, integration and programmatic advertising sales and strives to help advertisers and agencies discover premium inventory that aligns with their creative messaging objectives.

About Concrete Playground
Concrete Playground is a digital city guide that handpicks the newest, most inspiring experiences, connecting a culture-hungry audience with top tier exhibitions, festivals, food, gigs, parties, films and happenings.

Sorting the signal from the noise, Concrete Playground connects a Gen Z and millennial audience of 500,000 monthly users* in New Zealand with the very best people, places, events and experiences around them.

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