marketing agency The Remarkables Group has announced a new partner in the business following the agency’s change of direction late last year.
Natalie Giddings (pictured above, right) has joined The Remarkables Group as a director from Social Society, where she has worked as managing director for the past two-and-a-half years. Prior to her role at Society Social, Giddings ran her own digital consultancy business, Pollen.
Giddings’ appointment comes after The Remarkables Group announced its departure from the previous model of influencer representation in October to instead focus on providing independent, unbiased strategic advice to brands.
The agency resigned all of its talent and, as of 1 January 2017, has been operating in the new model, with Westpac and BIC among its new client wins.
Lorraine Murphy, founder and managing director of The Remarkables Group, said the last few months have been the most challenging and exciting of the agency’s five-year lifespan.
“There is a lot of great work being done in the influencer space in Australia and globally. However, as with any rapidly-commoditised industry, it is also rife with problems,” she said.
“Our new model is specifically designed to address those problems and the response from brands has been very positive.
“Having Natalie come on board at this point in the business’ trajectory is incredibly exciting, and she brings influencer expertise alongside a broader perspective of the social and media landscape, which is already adding remarkable value to our clients.
“On a personal level, it’s wonderful to have a fellow captain of the ship, having led the business solo since it began.”
Commenting on her new role, Giddings said: “The timing of this opportunity couldn’t be more exciting for me, as The Remarkables Group pioneers in the influencer marketing space yet again.
“Influencer strategy has played a key role in the strategies I have worked with past clients on, and I’m looking forward to being part of a more specialised offer.”
Giddings will continue to be based in Melbourne and visit the agency’s Sydney team fortnightly.
