Just last week, we were discussing movements for the Primped editorial team, and now there’s bigger news for the site - with the announcement that digital media company Inception Digital has added the brand to its commercial network. As part of the deal, Inception Digital is also adding Independent Digital Media’s brand Wedding Club (formerly called The Knot) to its line-up.
The acquisition will see Inception Digital manage existing and new commercial partnerships for Primped and Wedding Club. Under the agreement, Inception Digital will have opportunities for managing sales and social amplification on both sites as well as producing content.
Explaining to AdNews why he reached out to Inception Digital, IDM general manager Boris Gefter says the company was an ideal partner for the sites. “Our agreement was up with Mi9 – Inception was actually in the news quite a lot. We said we've got to get in touch with them. Literally within a couple of weeks, we had an agreement. We're really happy with our new home,” explains Gefter.
The addition of Primped and Wedding Club join Inception Digital’s recent partnerships with women’s lifestyle sites, The Carousel and Mouths of Mums.
