Gumtree appoints Tongue to social media roster

Classified ads site Gumtree has appointed its first social agency, hiring Tongue after a six-way competitive pitch, Mumbrella can reveal.

The move by the eBay-owned site underpins a strategic move to grow its use of social media. Previously Gumtree handled its social media inhouse.

Niki Hennessy, Gumtree’s marketing and PR manager, said in an announcement: “Tongue demonstrated serious passion for our brand and presented work that was aligned with our business goals. We need to ensure our online consumer experience is complemented by a long term social strategy and great campaign work. Tongue is a great fit with the Gumtree team and the right partner to deliver this work with us.”

Tongue will be responsible for all social duties including -strategy, creative, media and community management.

Jonathan Pease, executive ideas director and managing partner at Tongue said: “Gumtree has a very interesting business model that’s naturally built for social.  Gumtree is a much loved brand that everyone at Tongue wants to work on.”

The appointment is effective immediately and will not affect  other agencies on the Gumtree roster.