The company behind viral-video hits that launched eponymous tongue cleaner Orabrush is spinning off its in-house agency into a marketing-tech startup called Molio. The spinoff is backed by $3 million in venture funding led by Greycroft Partners.
The new company, based in Salt Lake City, Utah, is led by Jeff Davis, the Procter & Gamble Co. sales alum who launched Orabrush and will continue as that company’s CEO. While Molio will do programmatic buying and digital media optimization like many media agencies and marketing-tech players, content creation and optimization will be just as important, Mr. Davis said.
Orabrush has been associated with viral hits, he said, “But there’s nothing viral about what we do. “Virality is a one off. It’s not repeatable, sustainable or predictable.”
Source:: AdAge – Digital