The Urban List And Inception Digital Join Forces
Leading Australian digital media company, Inception Digital, has added Australia’s fastest-growing lifestyle destination, The Urban List, to its impressive stable.
Founded by Susannah George (pictured below) in 2011, The Urban List has proved itself a fierce leader in the consumer-led content strategy market, with its stylish disciples currently standing at 1.2 million unique visitors per month across Melbourne, Sydney and Brisbane.
Interestingly, two of its rapidly expanding sections are health and beauty, areas Inception Digital is well versed on, with the ink barely dry on the contracts it won from Mi9, Primped and The Wedding Club.
“In the next 12 months you’ll be seeing a lot more beauty, travel and fashion-related content,” Susannah George, The Urban List’s director and founder, told B&T. “And it’s been audience led. We’ve experimented with that content over the last six months and seen a huge uptake from it.”
Since its inception, The Urban List has sky-rocketed past its main rivals by around 25 per cent, and Inception Digital commercial director, Guy Burbridge (pictured below), said the brand opportunities offered by the lifestyle site demonstrates the shift that has taken place in digital media.
“It’s one of those businesses that in our line of work you don’t pass up,” he told B&T. “Great audience, real challenger brand; the spirit fits very well with what we do at Inception. And those matches are what you’re looking for when you’re taking on those establishments in the market.
“We have based our business model on a network play for modern digital times. What that means is we concentrate on working with quality partners, delivering great commercial solutions with scale. The Urban List delivers on all those aspects, cementing our position as the leading independent sales business in Australia.”
Recently there has been a seismic shift of companies switching from conglomerates such the Mi9s and Yahoos of the world to the independent, smaller, more nimble operations like Inception Digital, and this latest hook-up means the formidable partnership will offer a new level of brand engagement, catering to the brand marketer’s increased appetite for content-led solutions, video integration and social media activation.
“Since we started Inception Digital,” added Burbridge, “we have been fastidious about choosing partners who complement our vision, bringing real value to our extensive partnership network. In practical terms this means our focus is on publishers with the nimble ability to not only compete with the established players, but allow us to lead the market in content and amplification.
“Throughout our business, we’re looking to work with the exciting challenger brands that absolutely understand the new digital world isn’t just a display inventory play. But can also demonstrate that they know and understand their audiences better than anyone else.”
Because of The Urban List’s explosive growth, The Urban List’s George says it’s imperative to make sure they’re not just expanding geographically, but also building the audience base through more diversification with content.
“It’s incredibly important to me that we maintain our culture and relationships with readers,” she said, “and the quality and diversity of our content as we grow.”
Please login with linkedin to comment
Advertising Standards Bureau dettol Lifelounge Piazza D'Oro trusted brandsLatest News
Pinterest Announces New Tools, Features and Experiences For Users
Pinterest has introduced a new suite of creator and Pinner products and experiences globally, as the platform continues to evolve to become home for the next generation of creators. At its second annual Pinterest Creators Festival, featuring Megan Thee Stallion and Storm Reid. Pinterest creators Kerin Rose Gold, Wendy’s World, Henri Purnell, Carolina Gelen and […]
Digitas Creates Its Own Flavour With Data Driven Beer
Agency Digitas ANZ has developed its own unique brew of beer, galvanizing the team to channel its expertise in data, technology, digital media and creative. The brainchild of senior creative at Digitas, Nick Duron – Digitas’ ‘Unicorn Punch’ comes in alcoholic and non-alcoholic varieties and was created as a means of making Australian and New […]
Afterpay’s New Study Shows How Next Gen Aussies Are Feeling About Post-Lockdown Life
As Australia prepares to hit its 70 per cent nationwide double vaccination milestone, a new study from Afterpay reveals how Gen Z and Millennials are ready to Press Play on their lives, after 9 in 10 (88 per cent) missed key life events through lockdowns. From hitting restaurants, cafés and pubs and jetting off overseas, […]
Research By Hootsuite And We Are Social Reveals Social Media Usage Has Increased To More Than Half A Billion
New data from Hootsuite and We Are Social reveals that as of June, social media user numbers have jumped by 13 per cent since the same time last year, with the latest data showing an increase of more than half a billion users in just 12 months. The Digital 2021: July Global Statshot report revealed key findings […]
Come From Away Reopens In Sydney!
Producers Rodney Rigby and Junkyard Dog Productions have announced that the worldwide smash hit, Tony and Olivier award-winning musical COME FROM AWAY, has reopened at the Capitol Theatre in Sydney. The pandemic led to all theatre shows closing curtains in Sydney, however, with vaccinations rates soaring and restrictions easing, the theatre is back and Sydney […]
Guardian Australia Launches Revealing Climate Change Podcast, Australia V The Climate
Former PMs, high-ranking politicians and climate experts blow the whistle on how Australia became an international climate change pariah in the new Guardian Australia podcast series, Australia v the climate. Guardian Australia will release a special investigative podcast series ahead of the Cop26 global climate summit, scrutinising Australia’s role in the climate crisis over more […]
Canesten Australia Launches University Of Down Under (#UdoU) Featuring Abbie Chatfield To Teach Aussies About Intimate Health
The new online interactive video course uses ‘never before seen in Australia’ technology to empower and break taboos for Gen Z women, who wish conversations about thrush were more acceptable.
LG SIGNATURE Makes Moves In Partnership With Sydney Dance Company
Do you explode into interpretative dance when opening the fridge? This LG-Sydney Dance Company promo is just the ticket.
Brisbane Brand Agency Type + Pixel Appoints New Creative Lead Eddie Coghlan
Digital-first brand agency Type + Pixel has appointed Eddie Coghlan to the role of Art Director.
Delicious Unveils Expansion Plans As The Brand Celebrates 20 Years!
Delicious celebrates two decades as it contemplates a very dangerous sixth tier to December's vanilla sponge cover.
Facebook Plans To Rename, Rebrand & Focus On Becoming A Metaverse
Zuckerberg set to unveil big changes to his little baby. Also confirms he'd rather be stinking rich than go into space.
Enero’s Q1 Revenues Soar 22.6%
B&T's unsure if Enero boasts Champagne clients on its books, but the corks should be popping on these bubbly numbers.
“She Looks Like A White European!” More Strife For Beyoncé & Jay-Z’s Gaffe-Prone Tiffany Campaign
Beyoncé's Tiffany & Co. campaign is an unravelling disaster. Not 'Kendall Jenner/Pepsi' disaster, but still a disaster.
Foxtel Group And ViacomCBS Unveil Mega Content And Apps Deal
If this don't excite you, news it'll be bringing you the new Top Gun movie will have you breaking out the Kenny Loggins.
Wednesday TV Wrap: The Bachelorette Australia Returns While Gruen Continues Growing
Our first-ever bisexual Bachelorette debuted last night and, judging by the numbers, some of the nans weren't having it.
Vevo Launches New App On Fetch TV
Music video network Vevo is for the groovers, the chanteuses, the karaoke kings and the hairbrush mime artists.
TBWA\Sydney Appoints Nitsa Lotus To Chief Growth Officer & Tanya Vragalis To Managing Director
TBWA\Sydney Group has announced two new key promotions of Nitsa Lotus to chief growth officer and Tanya Vragalis to managing director. In her new role, Lotus will be focused on leading growth initiatives and innovation across each of the agencies within the TBWA\Sydney Group – TBWA, Eleven, Fleishman Hillard, Fabric and Bolt – as well […]
Media Chiefs Dissect 10’s Upfronts
Judging by this, media bosses liked what they saw from 10's Upfronts. They were ecstatic that Rove wasn't returning.
IAB Report Finds That Digital Advertising Vacancy Rates Have More Than Doubled From 2020
Want to make yourself instantly more employable? Simply adding the word 'digital' into any job title does just that.
Diversity, Tech And Influencers At The Heart Of Are Media’s TRENDtalks: Beauty
The beauty industry needs to reflect greater diversity both in front and behind the camera, as consumers increasingly align with brands that share their values, according to a panel of leading experts speaking at Are Media’s latest insight series TRENDtalks: Beauty. Hosted by leading Australian beauty expert and presenter Michael Brown, TRENDtalks: Beauty also highlighted […]
Podsights Report Finds iHeartPodcast Network Performs Above Global Measurement Benchmarks
Findings from the latest Podsights Benchmark Australian Report shows ARN’s iHeartPodcast Network is a market leader in advertising effectiveness and continues to perform well above global benchmarks. Through its partnership with Podsights, ARN is setting the standard for podcast advertising measurement, providing commercial partners with data-led insights to ensure maximum engagement and conversion with iHeartPodcast […]
Adland & Video Conferencing Cop A Roasting In Hilarious Spoof Video Via TrinityP3 And Emotive
The unique thing about video conferencing is you glean a sneak peek into the lounge rooms of people you often despise.
Metropolitan Commercial Radio Ad Revenue Up 12.7% In September
Advertising revenue for metropolitan commercial radio stations reached $53.149 million in September, reflecting a year on year rise of 12.7 per cent, according to data compiled by Milton Data and released by industry body Commercial Radio Australia (CRA). September quarter ad revenue totalled $151.373 million, up 16.1 per cent from the corresponding period a year […]
Interbrand Announces The Best Global Brands Of 2021, With Apple Taking Out Top Spot (Surprise, Surprise)
Few surprises in latest best global brands study. Which is arguably good news if you have an existing heart condition.
Why The Future Of Work Is All About Flexibility – And Lots Of It
Study finds the future of work is all about flexibility. As in multi roles, not doing the splits in your next Zoom call.
“It’s One Of The Most Significant Things Done In A Dating Show”: Hilary Innes And Osher Günsberg On The Bachelorette
If you thought B&T staff's crush on Osher was translating to an oversupply of Osher stories, you may be onto something.
GAMURS Group Appoints Alex Walker To Lead Content Across Asia Pacific
GAMURS Group, the esports and entertainment media network that reaches more than 100 million passionate gamers globally per month, has announced the appointment of Alex Walker as its vice president of content for the Asia Pacific region. Walker joins GAMURS after more than six years at Allure Media and Nine’s Pedestrian Group, where he was […]
Carat Retains Beacon Lighting’s $7.5M Media, Announces Emilia Chambers As Head Of Digital, Melbourne
Notice the Cleopatra crystal chandelier in Carat's reception? If not, did you notice they'd retained Beacon Lighting?
How Flexibility & Control Is Helping Marketers Turn Uncertainty Into Opportunity This Festive Season
Like magpie swoopings & conjunctivitis from the local pool, it appears Xmas stories are starting early this year too.
Why Adland Needs To Embrace Environmental Social Governance
Is everyone at your agency talking environmental social governance & you don't even own a keeper cup? Read this & now.
