A new specialist marketing agency has launched in Edinburgh which will specialise in supporting the growing ‘platform economy’ of peer-to-peer businesses.
GangHut was co-founded by MD Shelley Wright, a commercially-driven marketeer with over 30 years’ experience garnered in London, New York and Sydney for the likes of Ogilvy and American Express, and Gang Leader Elle Tucker, former broadsheet journalist and Leith Agency advertising creative – as well as co-founder of RUDE Communications, the first PR agency for the sharing economy.
Their aim is to both service their clients and connect them, acting as advocates of the platform economy by participating in industry events as well as delivering thought leadership to move the sector forward. By increasing awareness and understanding of this transformative model for global trade, GangHut hopes to help position the UK as market leaders in this space by working with clients worldwide, launching international business locally and taking local businesses to the world stage.
“Living and working between Sydney and Edinburgh for the last seven years has given me a fascinating insight into the machinations of business and industry; how governments and corporations engage with new economic models – or not”, Wright explains. “We’ve identified a niche opportunity to help businesses successfully leverage the peer-to-peer economy through savvy marketing, whether they’re operating entirely within the sector already or transitioning some or all of their commercial activities to a sharing or marketplace model.”
“We specialise in six core areas: communications strategy, content marketing, social media, advertising, search and PR”, she continues. “But what’s really important is that we understand the long-term goals of our marketplace clients, so we can provide recommendations on what channel – or channel mix – will deliver the biggest bang for their buck. And the great thing about the Gang is that our clients love being part of it – they don’t just get our tailored service, they get to be part of a community of like-minded disruptors in this pioneering space”.
Tucker goes on to say that “We’re excited to be working with all kinds of marketplaces now, from e-commerce to sharing, and gig economy to peer-to-peer finance platforms, even blockchain platforms and their associated token sales. The platform economy is a new way of doing business, and we’re not just involved, we’re inspired – as are the entrepreneurs we work with. Like them, we believe this can change the world.”
The team has been working in the background pre-launch to build a roster of global platform economy clients, such as Switzerland’s boutique boat-sharing platform Boataffair, Australia’s parkshare app Kerb and Denmark’s classic car rental platform BookAClassic – as well as partners including Amsterdam gig economy conference Reshaping Work; US marketplace technology conference Marketplace Risk; and Arcadier, the Singapore-based marketplace software creators.