‘Bridge the gap between paid and organic’: Why Reddit is building an in-house agency to work with brands

Reddit is building an in-house creative strategy agency, KarmaLab, as it works to further bolster its ads business. The group aims to help brands hone their advertising creative strategy to work on the platform under the leadership of Reddit’s former head of creative strategy, Will Cady, who is now the global director of KarmaLab. The agency currently has just under 20 employees but Cady intends to hire “substantially over the coming months. ” KarmaLab has already worked with brands like Snickers, Samsung and meal delivery kit service EveryPlate to create ads (i. e. promoted posts) aimed at specific subreddit communities as well as Reddit’s overall audience (the platform claims 52 million daily active users).

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