Global digital media agency 7thingsmedia has made a ‘strategic investment’ in a popular fashion platform.

The London and New York-based company has not disclosed the cost of the deal with Israel-founded Fashion Traffic, a media platform that connects premium publishers and brands across a number of areas including fashion, beauty and lifestyle, but has confirmed it now has a 35.75% stake in the fashion enterprise.

7thingsmedia’s services span the digital marketing mix; from affiliates, display, lead generation, mobile, SEO and social media, and it has clients such as Agent Provocateur,, Liberty London and Ted Baker.

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As a result of the collaboration, more staff will be recruited across all offices and although Fashion Traffic’s brand and publisher operations currently span 43 different countries, as part of the investment a focus will be placed on the UK and US.

Fashion Traffic, which allows publishers to see their revenue balance, performance reports and search the wider database, will also soon be introducing improved financial efficiencies to allow for prompt payment – both in advance and arrears of any campaign and/or account.

Fashion Traffic, which as reported by A4u, opened its first London office last month, will continue as a standalone company, but will benefit from a tactical cash injection and strategic direction from 7thingsmedia.

Founder and chief executive officer of 7thingsmedia, Chris Bishop, has made it clear he is not one to lie back and relax on the laurels and has stressed that an agency that ‘sits and serves is going nowhere’.

Media Convergence

“This is the first strategic investment for 7thingsmedia to extend our portfolio of marketing services,” Bishop said.

“We will lead Fashion Traffic to offer a unique fashion marketplace enabling media convergence across the various digital channels in an efficient and transparent way – synergetic to 7thingsmedia’s media viewpoint.”

Bishop has been appointed a director in Fashion Traffic and going forward will counsel the board on strategic and operational elements.

It was only last month that global entity Fashion Traffic, which connects more than 11,000 publishers and brands, carried out a website revamp which saw its online activity rates triple in just one week.

Top Brands

Although Fashion Traffic, which represents well-known apparel brands such as Forever 21 and Urban Outfitters, will remain in its Tel Aviv homeland, sales and operational offices will open in both London and New York.

“7thingsmedia will lead Fashion Traffic’s roadmap to become a multi-disciplined ad platform and aid the short term focus to gain traction within Europe, US and return-on-web,” Bishop added.

“Alongside 7thingsmedia’s channel specific and integrated digital media consultancy, it can now offer its clients an integrated technology that allows for all digital activity to be tracked, optimised and analysed in one place.”