New Talent Agency, Liquorice Plants Roots In NZ

The brainchild of co-founders Gina Williams-Folau (main photo) and Greer Bland, the talent agency Liquorice was born out of a desire to make things easier for brand managers.

Liquorice offers social talent for brands wanting to hit the sweet spot with Kiwi audiences.

Launching with a roster of big names on board including Millie Elder-Holmes, Athena Angelou and Ben Evans who is the creator of the viral hit NZ Lockdown Memes − Liquorice promises to pair brands with genuine fans of their products to create authentic and varied content.

Bland and Williams-Folau have worked together at the communication agency Undertow Media. Bland is the founder, Williams-Folau is a long time senior director.

Working alongside the founders is Liquorice’s first appointment Georgia Collins, she has joined the team following a six-year stint in Sydney working in influencer relationship, PR and digital marketing for international beauty brands.

Liquorice, Co-founder, Williams-Folau, said: “The old models simply don’t work for today’s landscape. Every day we see brands either miss the mark with influencers or try to repurpose traditional advertising, product photography, even stock imagery for social media and it sticks out like a brussels sprout in a lolly jar.

“Over the last year, like most others, we took a good look at adapting our ways of working to account for where we are seeing the most growth in the advertising and media industry, and we took a long-term view to focus on planting while others were pruning,

“Brands everywhere are taking note of the power of social media, but there are so many traps for the uninitiated – especially with the mass volume of content required to cater to countless customer profiles.

“Sure, you can search a directory for talent and creators who suit your demo or work with whoever a company’s algorithm selects for you, but social media is all about authenticity and nothing automated can give you that.

“Liquorice does things differently. When onboarding new talent we work hard to get to know the person behind the ‘gram and profile. We know what they like, but most importantly what they don’t like, making for real brand endorsements rather than forced ones. If there’s no fit, there’s no go.”

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Athena Angelou and Ben Evans Gina Williams-Folau Liquorice Millie Elder-Holmes NZ Talent Agency