Gumtree called in Red Consultancy to help reinforce the brand’s commitment to tackling scamming in online marketplaces.

The key central asset was a report investigating the causes and effects of online and offline fraud when using online marketplaces.  The Psychology of Scamming Report included research conducted amongst 2,000 UK consumers and 1,000 scam victims and featured insights from academic experts, the industry and the government.

We managed all aspects of the report from commissioning research and working with academics on the content to our in-house Creative Services team designing and producing the physical report.

The report was launched at a landmark industry event which brought together academic, law enforcement and cyber security industry organisations to evaluate the reality of scamming in the UK for the first time.

Over 100 guests attended the event which featured speakers and panellists discussing the scale of the issue, the challenges to overcome it and how the industry must align and tackle this important issue together.

We co-ordinated all aspects of the launch including event management and production; identification and co-ordination of speakers and their content; and securing stakeholder and media attendees.

A wide range of media were also targeted with the report’s findings including business, trade, consumer, personal finance, security,  technology and regional.

The campaign was a great success and the work continues into how Gumtree is making a difference to protect and educate consumers about the realities of scamming.

The campaign has received the following accolades:

  • Winner – Sabre Awards EMEA 2018 – Web-based Business
  • Certificate of Excellence – in2 Sabre Awards EMEA 2018 – Best Use of Original/  Commissioned Research for PR
  • Finalist – CorComms Awards 2018 – Best Crisis or Issues Management –
Jo Monery



Jo is a corporate communications specialist delivering strategic corporate comms counsel, 24/7 crisis and issues management, and impactful thought leadership campaigns designed to protect and build corporate reputation.

Experienced in a range of sectors including energy, aviation and transport, technology, retail, and FMCG.