Group Nine Names Yosef Johnson President of Brandshop

Group Nine's Custom Content Shop Grew by 50% in Past Year with Integration of POPSUGAR and Increased Demand for Unique Ad Solutions

Brandshop has Delivered Thousands of Tailored Content Campaigns Winning Cannes Lions, Webby and OMMA Awards
Company Release
August 14, 2020

NEW YORK – (August 14, 2020) – Group Nine Media, the no. 1 video publisher on mobile in the U.S. [Nielsen DCR, June 2020], today named Yosef Johnson President of Group Nine’s in-house branded content studio, Brandshop. In his new role, Johnson will oversee Brandshop's full service creative development team across video, written, design, photography, talent, and creative operations for advertising partners. He will be elevated to Group Nine’s executive leadership team.

“Now more than ever, companies are looking for cutting edge content expertise as they navigate a fast moving and complicated advertising environment,” said Group Nine CEO, Ben Lerer. “No one delivers this more than Yosef. Under his leadership, the Brandshop team has become the leading authority in creating scroll-stopping, relevant, branded social video that speaks to younger audiences. Not only am I confident that Brandshop offers unique, unparalleled value to our clients, but I believe it has huge continued growth potential for the company.”

“Group Nine is the leading digital media company reaching young people on the platforms where they spend their time -- from Snapchat to Instagram, TikTok and beyond,” said Yosef Johnson. “I am thrilled to expand my role and to continue to help leverage Group Nine’s deep audience insights and best-in-class creative practices to authentically and thoughtfully connect advertisers to Group Nine’s massive audience.”

Under Johnson’s leadership, the Brandshop team has executed 2000 campaigns for advertisers including Petco, General Mills, BMW, MGM, Samsung, Under Armour, Campbell’s, Clorox, Carnival, and (RED), many of which went on to win coveted industry awards including Cannes Lions, Digiday, Shorty, Webby, and OMMA, among other awards. Over the last year, Johnson has managed a team of more than 80 people, which grew by 50% following Group Nine’s acquisition of POPSUGAR; driven nearly 60% repeat client business; created 40% more campaigns in 2020 compared to July 2019; and outperformed industry norms in all key standard brand lift metrics and more than doubled industry average lifts in Top-of-Mind Awareness, Brand Recall, Brand Favorability and Purchase Intent [source: Kantar]. Johnson also expanded Brandshop’s scope of work to produce white label content for brands including Chase, L’Oreal and GSK.

Johnson has over 10 years of experience developing high-impact, mobile-first branded content solutions for clients. Johnson most recently served as SVP and Head of Brandshop at Group Nine where he led the company’s award-winning branded content studio across creative strategy and production. Prior to Group Nine’s formation in 2016, Johnson was one of the early employees of NowThis where he built the youth-focused newsroom’s branded content team. He has seen the media and advertising landscape rapidly change and has helped position Group Nine as one of the leaders in the branded content space. Prior to NowThis and Group Nine, Johnson worked in Creative Account Management and Strategy at Wieden+Kennedy NYC across the Nike, Jordan and ESPN businesses.

Yosef Johnson's headshot can be found here.

About Group Nine:
Group Nine has the most optimistic, fast moving, deeply connected brands in the categories that matter NOW. As the #1 video publisher on mobile in the U.S. [Nielsen DCR, June 2020], Group Nine’s brands are built for the platforms where young people spend the majority of their time. We reach over 80% of Americans in their 20s every month [Nielsen DCR, June 2020]. Audiences spend nearly 90 million hours a month engaging with our category-defining brands [platform analytics, June 2020] - NowThis, the no. 1 most-watched news and politics brand globally on social [Tubular Labs, May 2020]; The Dodo, the #1 media brand for reach on mobile in the U.S. [Nielsen DCR, November 2019]; POPSUGAR, the #1 most engaged-with Women’s Lifestyle site in the U.S. [Comscore, February 2020]; Thrillist, the most-trusted digital brand in food, drink, travel & entertainment; and Seeker, the no. 1 science brand on mobile in the U.S. [Nielsen DCR, April 2020]. Group Nine has been recognized with hundreds of prestigious awards including Edward R. Murrow, James Beard, Cannes Lions, Critic’s Choice, among others.



Pierce White

Group Nine Media

(646) 561-3345

(646) 561-3345

(646) 561-3345


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