Influencer Platform Social Soup Launches New Division, Soup Pro

Woman holding a hashtag love heart sign and smiling. Online influencer liking concept.
B&T Magazine
Edited by B&T Magazine
SHARE
THIS



Australian influencer platform Social Soup has launched full-service solution Soup Pro, a newly created division designed to lead the way brands and professional creators work together.

As the influencer marketing industry matures, brands are seeing the effectiveness and ROI of influencer marketing and redirecting their budgets with predicted global spend on this marketing channel of $13.8 billion in 2021, according to Influencer Marketing Hub’s, The State of Influencer Marketing 2021: Benchmark Report.

Soup Pro offers a full-service solution with expertise in building strategic, bespoke partnerships that connect brands and creators with authority in their target audience, and who create “world-class, multi-platform content that delivers positive impact for both brands and society”, Social Soup claims.

With LG as a key foundational client, Soup Pro and LG have forged a strong partnership for 2021.

LG Electronics marketing director Gemma Lemieux said: “As influence continues to play a key role in how we will shape the LG brand we’re excited to be working ongoing with the Soup Pro team and have seen impactful results working in partnership with a highly matched set of expert influencers.”

Soup Pro will be the first agency in Australia to utilise best-in-class technology to power performance-driven creator partnerships and campaigns with integrated amplification options in real-time.

Through this approach, Soup Pro aims to achieve targeted actual reach, engagement and advocacy in new and exciting ways, with intelligent, in-depth reporting for ultimate transparency.

Social Soup chief executive Sharyn Smith said: “Influencers are now working in a professional capacity as extensions of brands with large budgets that require strategic thinking and implementation while managing strict content approvals and legal requirements, exclusivity, amplification, usage rights and cross-platform content formats.

“We could see this evolution required a different approach, team and technology stack to ensure we were continuing to lead and pioneer the influencer marketing space.”

The Soup Pro division of the agency will be run by Ingrid James and Cate Pugh as co-heads of the Soup Pro team, collectively bringing over 25 years of local and international experience.

James was recently hired by Social Soup to develop Soup Pro, coming from IMA, Europe’s largest influencer agency, and bringing expertise in influencer and talent management.

Pugh joins as co-head following an internal promotion from PR and events director, adding experience in communications, events and partnership management to the business.

The duo will combine their talents in client service with strategic and creative skillsets to usher in a new, high touch approach to working with brands and creators in this high-performing and ever-evolving marketing channel.

Smith added: “We are currently in discussions with many brands right now showcasing the best-in-class influencer technology stack and how we match their expert influencer set to create absolute authority for their brand supported by all tiers of influence we offer through the broader Social Soup business.

“I’m thrilled to have assembled an amazing team to lead the launch of Soup Pro with Ingrid who comes to Australia with unrivalled expertise and experience along with Cate’s proven strategic and creative approach.”

Featured image source: iStock/courtneyk

Please login with linkedin to comment

Social Soup Soup Pro

Latest News

72andSunny Unveils First Campaign For Plant-Based Drink Brand Australia’s Own
  • Advertising
  • Campaigns

72andSunny Unveils First Campaign For Plant-Based Drink Brand Australia’s Own

Freedom Foods and 72andSunny Sydney have launched the first advertising campaign for Australia’s Own range of plant-based beverages. The campaign introduces a new visual world and identity for the brand and captures the healthy, positive feeling you get when spending time in nature and when consuming Australia’s Own certified-organic, plant-based beverages. As well as featuring […]

Are You Paying Too Much In Search Marketing?
  • Partner Content

Are You Paying Too Much In Search Marketing?

Are you paying too much for search marketing? Discover the awful truth here. Or, alternatively, look at the invoice.

Partner Content

by B&T Magazine

B&T Magazine
Nine APAC Finalists In One Club’s Young Guns 19 Competition
  • Advertising

Nine APAC Finalists In One Club’s Young Guns 19 Competition

Nine creatives from APAC are among the 94 finalists from 27 countries in The One Club for Creativity’s prestigious Young Guns 19 competition, celebrating international creative professionals age 30 or younger. The finalists from APAC are: Hiu Ching Kung, graphic designer, Hong Kong Lam Ieong Kun, graphic designer, illustrator, indego design, Macau Raxenne Maniquiz, graphic designer, illustrator, Santa Maria (Philippines) Kiyotaka […]

Adflow’s Regional OOH Coverage Expands By 60%
  • Media

Adflow’s Regional OOH Coverage Expands By 60%

OOH transit company Adflow has announced the success of the first phase of its regional expansion program. Adflow’s regional footprint has increased by 60 per cent to now include 65 regional locations. With 9.1 million people living regionally in Australia (growth of 1.1 per cent experienced in the 19/20 Financial year) and most regional centres […]

Freshworks Starts Trading On Nasdaq, Valued at $13.7 Billion
  • Technology

Freshworks Starts Trading On Nasdaq, Valued at $13.7 Billion

Freshworks, a leading software company, has started trading on the Nasdaq Global Select Market, marking an important milestone for the company. The company priced its IPO at US$36 per share (AU$49.76), raising about US$1 billion (AU$1.4B), resulting in a total market capitalisation of AU$13.7 billion  (US$10B). Freshworks, which was founded in India, has strong roots […]

SLIK Announces Four New Key Hires
  • Marketing
  • Media

SLIK Announces Four New Key Hires

Independent creative agency, SLIK, has made significant changes to its full service creative offering with four hires across management, creative and production.

How Retailers Can Maximise Their Results This Sales Season
  • Marketing
  • Technology

How Retailers Can Maximise Their Results This Sales Season

Black Friday Cyber Monday (BFCM) is the biggest player in the holiday shopping game and Google’s most recent research suggests consumer interest for the peak sales season starts much earlier than retailers may realise. The pandemic has fundamentally changed buyer behaviour over peak sales season, with Google suggesting that global consumer interest in Black Friday […]