Gum Gum

How GumGum became the voice of contextual advertising

GumGum is a large scale adtech company that delivers contextual intelligence, industry- leading ad creatives, and optimised advertising campaigns. Business had been ticking along nicely for some time, but after the acquisition of rich media business Playground xyz in Australia, it suddenly found itself facing an identity crisis.

The Challenge

In 2024 GumGum and Playground xyz underwent a de-merger to help better position each brand’s core offering. But GumGum’s leadership had a problem: they needed to re-educate the market on its offering as a leader in contextual advertising - and fast!

The Approach

To solidify GumGum’s position as a standard bearer in its field, Bud was tasked with creating an end-to-end content plan centred on a design-led research report looking into privacy-conscious advertising preferences.

The Impact

From a fractional Share of Voice (SOV) of just 7% in April 2024, by Q1 2025 GumGum occupied a dominant position in the APAC market with 64% SOV, leaving competitors flailing in its wake.

Bud delivered an end to end content strategy including a 15 page report, social-first one page marketer's brief, and colourful LinkedIn carousels, which helped drive awareness and leads.

It was a media smash too. Bud generated over 120 pieces of earned media for GumGum over three months, giving the content campaign the longest of tails.