Concrete Playground and Scroll Media partner to put renewed emphasis on NZ market

Scroll will exclusively represent the award-winning culture and city guide Concrete Playground in the New Zealand market, working alongside a new editorial lead.  

Effectively immediately, Concrete Playground 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. Clark-Dow joins the Concrete Playground 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. 

Alex Light, Managing Director of Concrete Playground, says: “We’re delighted to be partnering with Jane, Scott, and the team at Scroll to represent our brand in New Zealand. Whilst we’ve been present in the New Zealand market for almost ten 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.” 

Jane Ormsby, managing director of Scroll Media, says: “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. 

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