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Location: New York, NY
Founded: 2013
Industry: Media/PR


Pete Borum
Co-founder and CEO


Reelio is a marketplace for advertisers and online video creators looking to find each other to collaborate on branded content. “An analogy might be the Hanes underwear or Nike commercials that Michael Jordan used to do, but the difference is that in the 2016 version, you aren’t working with a single, globally recognized celebrity to create a 30-second advertisement for TV,” says Pete Borum, co-founder and CEO of Reelio. “You’re working with a dozen online video celebrities who are very popular among a certain audience you’re trying to reach. And instead of one 30-second ad, you’re going to be creating dozens of pieces of the content for YouTube, Instagram, Snapchat, Twitter, etc.”

Quick Tip: “A great leader is someone who is capable of changing their frame of reference and perspective quickly to arrive at a solution that is best for all the stakeholders in the situation.”

Reelio is part of an industry with tremendous growth potential, meaning it has benefited from the rising tide that lifts all ships, says Borum. However, that’s not all there is. “We’ve been incredibly resilient and have fought through numerous potentially life-threatening scenarios. Our ability to inspire confidence in our customer set and the content creators we work with, to get them to come back and work with us, has enabled a steady flow of business,” says Borum.