Junkee Media Buys TheVine, Hires Ex-Owner to Lead New Social Video Venture

Junkee Media Buys TheVine, Hires Ex-Owner to Lead New Social Video Venture
SHARE
THIS



Junkee Media has announced it has acquired pop culture title TheVine and recruited its former owner, Tom Pitney, to head up a new venture focusing on social mobile video.

Pitney purchased TheVine in September 2015 and without any marketing spend doubled its social following to 104,000 in six months through social videos and pop culture content targeting Millennials and Gen Z.

In the last three months, TheVine has had 11 million organic video views on Facebook, driven primarily by its humorous recaps of reality TV shows The Bachleor and The Bachelorette.

Over half of the people engaging with TheVine’s content are aged between 13 and 24 years old.

TheVine will continue to operate as part of Junkee Media’s suite of channels, while Pitney will work on a product from Junkee Media built around social mobile video that is set to be announced in 2017.

Tom Pitney

Pictured: Tom Pitney

Junkee Media publisher Tim Duggan said Pitney is a unique talent who has been able to build a large and engaged audience primarily using social video.

“He has the rare combination of natural editorial talent mixed with entrepreneurial skills, and he’s going to be a great asset for Junkee Media as we grow our social mobile video reach even further,” he said.

With over 100 million views of its original video content in the last 12 months, primarily through social media, social mobile video will be a big part of Junkee Media’s 2017 strategy, according to CEO Neil Ackland.

“What Tom was able to do with TheVine is astonishing and we can’t wait to add his talent, energy and creativity to our video team, which is now the fastest growing part of our business,” he said.

Please login with linkedin to comment

ikon group sydney TheVine

Latest News

HP & Spikes Asia Announce Finalists Of ‘Young Spikes Design Competition’
  • Media

HP & Spikes Asia Announce Finalists Of ‘Young Spikes Design Competition’

Ten teams of young creatives will vie for the prestigious Young Spikes Design Competition Award at Spikes Asia 2018, a three-day festival of creativity held between 26-28 September 2018. The competition garnered 123 submissions – the most of any Young Spikes competition – from executives aged 30 and under across the Asia Pacific and Japan. […]

Director Appointment Strengthens Corporate Affairs Specialist Wilkinson Butler
  • Media

Director Appointment Strengthens Corporate Affairs Specialist Wilkinson Butler

Corporate affairs agency Wilkinson Butler is delighted to welcome Nick Albrow to join its board as a director. Albrow joins chairman Peter Wilkinson and managing director Andrew Butler as the business builds on its reputation as one of the leading crisis and issues firms in Australia. Joining in September 2017 as an account director, Albrow has […]

Mastercard Marketing Chief Sarah Pike Exits
  • Marketing

Mastercard Marketing Chief Sarah Pike Exits

Mastercard marketing boss Sarah Pike has exited. Sadly, not via a half-pike somersault with twist, but the actual exit.

by B&T Magazine

B&T Magazine
Adobe Appoints New ANZ Marketing Director
  • Marketing
  • Technology

Adobe Appoints New ANZ Marketing Director

Adobe announces new ANZ marketing 'big cheese' who's set to go by the title of marketing director and not Queen Gouda.

by B&T Magazine

B&T Magazine
Publicis Media Agencies Named ‘Leaders’ By Independent Research Firm
  • Media

Publicis Media Agencies Named ‘Leaders’ By Independent Research Firm

Publicis Media agencies Zenith and Starcom were named a ‘Leader’ and a ‘Strong Performer’, respectively, in The Forrester Wave: Global Media Agencies, Q3 2018. Both agencies were among the select companies that Forrester invited to participate in this evaluation of the media agency landscape. Zenith received the second-highest score in the ‘Strategy’ and ‘Current Offering’ […]

Apostrophe Copywriters Is Landing In Amsterdam
  • Marketing

Apostrophe Copywriters Is Landing In Amsterdam

Apostrophe, Melbourne’s first copywriting collective, is launching a pop-up office in Amsterdam this September with Lauren Brumley, Apostrophe’s Head Strategist, at the helm. Since its inception in 2012, Apostrophe has continued its steady growth trajectory, expanding globally to accommodate clients in cities as diverse as Helsinki, NYC, Los Angeles, Kuwait and the Netherlands. In 2014 […]