Group Nine Media Launches Brandshop; Combines Hollywood Production Savvy With Social Publishing Expertise

New In-House Branded Content Studio Brings Together Award-Winning Social Content Creator; Former Agency Vet; and Renowned Hollywood Producers to Deliver Bespoke Storytelling for Brands
Company Release
December 11, 2018

NEW YORK, NY (December 11, 2018) – Group Nine Media, the no. 1 publisher on social and parent to digital brands NowThis, Thrillist, Seeker and The Dodo, today announced the official launch of its in-house branded content studio - Brandshop. Brandshop brings together the creative services teams across Group Nine’s four brands, as well as the branded entertainment arm of its LA-based production studio, JASH.  

Brandshop delivers a full suite of services from social-first branded content and multi-platform branded entertainment, to bespoke events and production, to content strategy and consulting.

The team will be led by Yosef Johnson, SVP and Head of Brandshop, and leverage the experience of JASH, founded by entertainment industry veterans Doug DeLuca and Daniel Kellison.

“When you’re the no. 1 publisher on social and your stories reach 80 percent of people in their twenties, you learn a lot about how audiences consume content, across digital and in real life,” said Johnson. “At Brandshop, these every day learnings inform the ways we partner with clients, developing creative brand storytelling and surround-sound distribution strategies that prompt young people to share and take action.”

“Smart brands want to tell their story by collaborating with great storytellers and delivering something compelling and memorable to their audience,” said Doug DeLuca. “That’s why we’re bringing together top-tier production expertise and A-list talent, and combining it with the video-first, social-publishing capabilities and scale of Group Nine. The result is a winning formula that helps brands in delivering their message through content that people actually want to watch, on the platforms they want to watch it on.”

The new division is overseen by Chief Client Officer Adam Shlachter, a former President at Publicis Media & Digitas. Shlachter works directly with key clients and agency teams to ensure Group Nine’s creative and media services deliver high-performance results. Shlachter reports to Group Nine President Christa Carone, a former Fortune 100 CMO and top marketing executive, who joined Group Nine last year.

Johnson has eight years of experience developing high-impact digital-first video campaigns for clients. Prior to building a branded content team for NowThis, Johnson managed the ESPN and Jordan Brand accounts with Wieden & Kennedy. Under his leadership, Group Nine recently won a Cannes Lion award for its Samsung Gear 360 “Unframed” campaign, as well as received recognition by Digiday Awards, Shorty Awards, M&M Global Awards, OMMA Awards, The Streamys, and The Drum Awards, among others.

DeLuca is the co-founder of Emmy-nominated, Cannes Lion and Sundance Film Festival award-winning production studio JASH, which was acquired by Group Nine last year. Under his direction earlier this year, the Group Nine team produced the hit digital series “OFF SCRIPT” with Jamie Foxx in partnership with Grey Goose productions and Sunshine Co. The nine-episode series brought Jamie Foxx behind the scenes with the likes of Melissa McCarthy, Denzel Washington, and Chadwick Boseman and garnered 40M views across NowThis and Thrillist.

In 2018, the team behind Brandshop has executed over 400 multi-platform native advertising campaigns for brands like Coca-Cola, JPMorgan Chase, P&G, Toyota and Netflix; talent-led branded entertainment for brands like Grey Goose and Wise; and customized IRL experiences for Jockey and Cuervo. This year, Group Nine also rolled out “GIA” (Group Nine Insights Analyst) to clients, which taps into AI technology that processes over 100,000 content views per minute to make recommendations on video content based on target topics, audiences or platforms. GIA, which can be used for both editorial and sponsored content, allows Brandshop to optimize content before the campaign flight.  As part of its social storytelling consulting services, Brandshop applies insights from GIA to help brands predict retention and performance on the social content that brands produce for their own campaigns.  

About Group Nine:
Group Nine Media is one of the world's largest digital-first media companies and the no. 1 social publisher in the U.S. Group Nine boasts over 5 billion monthly video views [source: Crowd platform specific analytics modules] and reaches over 80% of U.S. adults in their 20s [source: Nielsen]. With over 140 million social engagements each month [source: ListenFirst Media], Group Nine's brands are built for the platforms where young people spend the majority of their time. Group Nine is home to NowThis, the no. 1 most watched social news brand in the world; The Dodo, the no. 1 animal brand on digital; Thrillist, the most trusted digital brand in food, drink, travel & entertainment; and Seeker, the no. 1 most engaged science publisher on social. Group Nine acquired Emmy nominated, Cannes Lion and Sundance Film Festival award-winning production studio, JASH in 2017.


Devon Giddon

Group Nine Media

(646) 786-1949

Pierce White

Group Nine Media

(646) 786-1949

(646) 786-1949


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