Experiential agency The Projects has launched a new in-house team that is all about advocacy and influence.
The influencer service, headed up by founding partners Jack Bedwani and Si Philby, enables brands to engage with influential individuals (such as celebrities, athletes and business leaders) and influential social networks.
Philby said: “The influencer work we’re doing in the US and here in Australia has been so successful that we’re literally making it a major part of our business. We’re fortunate to have relationships with elite influencers around the world – and here in Australia – that we can leverage for authentic brand advocacy.”
Individuals with big influence, such as having 5,000 fans on Facebook or 10,000 followers on Instagram or Twitter, are invaluable to brands if they mention their product.
“If a brand wants to influence CEOs, it’s a very different strategy and category of influencers versus that of those who can impact 18 to 24-year-old hipsters,” added Philby. “Seeing LeBron James at the Olympics with the latest Samsung Galaxy SIII, or Nick Jones, founder of Soho House Group, saying he wanted Samsung products in every Soho House around the world, were perfect examples of credible and authentic advocacy.
“Seeing the results of creating a genuine affinity between brands and influencers represents a really exciting new offering to our Australian clients.”
The Australian-owned agency, which opened an office in Los Angeles last year, has also won new business in the States to kick off 2013, landing campaigns for Samsung Mobile and Subway, and tasked with launching Topshop in California.
Nick Ingate, partner in the US, said: “It’s pretty humbling to see the ground we’ve covered in the space of a few months. The work we’ve been producing has been cutting edge and the results keep leading to more work.”
Please login with linkedin to comment
Verizon Media’s talent program has come to an end for the third year, closing with a hybrid pitch-off event for Musicians Making A Difference (MMAD). The Verizon Media Academy class of 2021, made up of 44 emerging leaders from across Australia and New Zealand media, advertising and marketing industry, were given just one hour to […]
Social purpose organisation UnLtd’s Big Games competition has raised a combined $85,000 for children and young people at risk. Running over five weeks, the competition involved 32 teams from across the advertising, marketing and media industries battling it out virtually for a chance to qualify for the Rocket League final. The tournament culminated in a […]
Stan has announced that the Stan Original Film Transfusion commenced filming in Sydney earlier this week and will premiere on Stan in 2022. Transfusion is a taut, muscular thriller starring Sam Worthington (Avatar) as Ryan Logan, a former Special Forces operative, who is battling to cope with life after the loss of his wife and is thrust […]
According to a decade of data collected by iStock, Australian brands turned to imagery depicting outdated gender stereotypes during the pandemic. Tracking the keyword ‘women’, iStock by Getty Images found that in 2020, ANZ brands and businesses reverted to gender stereotypes. Images of mothers home-schooling were used at almost twice the rate of images of […]
Schwartz Media is congratulating Maddison Connaughton on her three years as editor of The Saturday Paper. Connaughton has decided to finish up her editorship this month. “It’s been an honour to edit the paper,” Connaughton said. “The Saturday Paper is one of the brightest voices in Australian media and I have been happy to see […]
Research from EdBbirdie using Spotify data has identified the most popular songs to study to. After analysing thousands of studying and homework playlists on Spotify, American singer Olivia Rodrigo’s ‘drivers license’ came out as top song to study to. It featured on 48 study playlists, while other top songs included ‘Ophelia’ by The Lumineers, ‘Falling’ […]
Dayna Stewart is the Business Director – Digital Marketing, Media & Creative Services at The Nudge Group. Here, she discusses the challenges that come with building a successful marketing team when working remotely. Before COVID-19 changed the way businesses work, most marketing teams spent their days together in a meeting room collaborating on the next […]
The line-up for the 2021 iHeartRadio Music Festival has been announced as the legendary event returns live in Las Vegas in September. This year, the epic two-day lineup for the iHeartRadio Music Festival main stage will feature performances by Billie Eilish, Cheap Trick, Coldplay, Dua Lipa, Florida Georgia Line, Journey, Khalid, Lil Baby, Maroon 5, Nelly, […]
Shop! ANZ is calling on shopper and retail marketing professionals from all retail related disciplines to participate in the first ANZ Shopper and Retail Marketing Industry Survey in four years. This important research provides a guide of where the retail marketing industry in Australia and New Zealand has come from and what is anticipated to […]