LadBible hires Wunderman chief to set up insight unit

LadBible Group is setting up its first dedicated data insight operation and has appointed Wunderman Thompson digital performance partner Anna-Lee Bridgstock to run the division as head of data, intelligence and planning.

The online publisher, whose brands include LadBible, SportBible, UniLad, GamingBible and female-focused Tyla, is embarking on a major expansion strategy after drafting in former Omnicom Europe media boss Colin Gottlieb to take on the role of chief growth officer; he was previously a part-time advisor to the business.

Last month, the group appointed Lidl chief Maya Orr to lead its marketing and communications, and the new unit will aim to build stronger connections with readers and brand owners.

This will include increasing paid and organic social media audience reach and helping to create new audience experiences, as well as partnerships and services.

Bridgstock has also been briefed to develop revenue opportunities through consultancy and research for clients and agencies, and will lead the recruitment of the new team for the unit when she joins the company next month. The division will work indirectly with content, marketing and sales teams.

Gottlieb said: “LadBible Group is doubling down on its core strengths, our huge social reach and engagement to youth audiences. We know what works and why. By creating an exciting new data, intelligence and planning unit, we will significantly increase growth opportunities across the entire business.”

Bridgstock joined Wunderman Thompson in December 2017 and has spent the past seven months establishing and leading a measurement and intelligence team at the agency, specialising in competitive digital insights.

Prior to that she spent nearly four years at MediaCom, joining as data and insights global associate director before being promoted to global product director in 2016.

She has also had spells at Microsoft, IPG Mediabrands and the Discovery Clothing Company in her native Australia.

Bridgstock said: “The opportunity to build an exciting new capability at LadBible Group was one I couldn’t pass up – the company is under ten years old and growing fast. Their audiences are huge and some of the most engaged I’ve ever seen – comprising a traditionally very difficult to reach audience.

“My previous roles have involved media, creative and tech to varying degrees. At LadBible Group, it’s all under one roof – I can help bring the three strands together.”