Media: COmplex, Pop Sugar, "Go Banana" [Republic]

-WSJ

As the “duopoly” looms large over the online media industry, we’re hearing more stories about publishers banding together to better compete with Facebook and Google. CMO Today’s Ben Mullin reports one of the latest initiatives. PopSugar and Complex, digital media companies focused on young women and men, respectively, joined forces to develop an ad campaign for Banana Republic to run across both their sites and social feeds. The two publishers are splitting the revenue. Part of the alliance is about providing the kind of scale Banana Republic needed to distribute its message, but it’s also about being able to offer the type of content and creative the publishers know their audiences are likely to engage with. Now PopSugar and Complex can use the Banana Republic campaign as a case study as they plan to pursue more joint branded content projects with retailers next year.