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P&G Signs Ad Deals with ModernMan.com

Includes Gillette, Old Spice and Braun brands.

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By: TOM BRANNA

Editor

ModernMan.com—new website from Modern Man LLC, a joint venture between Total Beauty Media and Break Media—has signed what it calls “significant advertising deals with Procter & Gamble’s Gillette, Old Spice, and Braun brands.”

Launched in July 2010, ModernMan.com is a new online portal for men ages 21-39. It will provide articles and resources to help the “every guy” get an edge in life, according to the company.

“We selected ModernMan.com as a key online media partner to help drive scale across our entire portfolio of male grooming brands. Their approach to the men’s lifestyle space gives us a unique opportunity to engage men on grooming topics in a way that’s authentic, fresh, and relevant,” said Gene Barbato, P&G marketing director, North America male grooming.

Modern Man Media is the brainchild of Total Beauty Media founder and chief executive offer, Emrah Kovacoglu, and Break Media chief executive officer, Keith Richman. Ky Henderson, previously an editor at Maxim and Cosmopolitan, has recently been named editor-in-chief of the site.

“P&G really understands the online medium, and that their advertising on ModernMan.com not only increases product awareness, but their brands and advertising are enhanced by the ModernMan.com consumer experience,” said Kovacoglu.

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