For the first time in its seven-year history, San Francisco-based lifestyle brand PopSugar has appointed a global advertising AOR in hometown agency, Goodby Silverstein & Partners. We’ve been told that that PopSugar, which caters to the women’s lifestyle market and also includes its Shopstyle commerce unit among a handful of others, did “evaluate other agencies,” though the brand is not stating specifically how many were actually involved in the pitch process. A spokesperson adds, “Our goal…is to further PopSugar’s position as a leader in content and commerce and we felt Goodby was the strongest partner to help us in this effort.
Along with PopSugar, Goodby’s current client roster includes the NBA, Google/YouTube, Corona Light and Xfinity.
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