Exposure Digital has appointed Emily Hartridge, creator of weekly YouTube show 10 Reasons Why, as content and influence manager, which it claims is the first time a UK agency has brought an online influencer in-house.
She joins Exposure as it looks to establish a “best-in-class” model for how agencies, brand and social influencers should collaborate.
Hartridge will collaborate with established names and new talent, from across all social media platforms, to help social media stars produce their best and most innovative work for Exposure Digital clients.
She will help influencers and brands work effectively together, directly collaborating with brands to develop creative ideas as well as sourcing the right influencers for each brand’s needs.
Hartridge will work alongside the agency’s influence and marketing director, Holly Eddleston.
Jonathan Fraser, chief strategy officer at Exposure Digital, said: “Vloggers aren’t just vloggers; they are a new generation of talented artists who are revolutionising the media landscape. It’s important to understand what motivates them if you are to get the best possible collaboration between brand and influencer. From working with a myriad of YouTube stars, we know first-hand the biggest complaint they have when contributing with brands on commercial projects is that brands offer little direction when it comes to creating the best content. We are determined to change this.
“Having worked directly with brands as a vlogger, Emily has first-hand experience of how influencer talent is being squeezed into creative ideas that feel alien to them. This is just the sort of insight our clients need to hear, and which will enable them to work seamlessly with influencers without compromising creative talent.”
Hartridge added: “When brands approach influencers, they ask for the world – constant tweeting and posts around just them. I know that’s not what my audience would want, and that’s the same for other influencers. I was drawn to Exposure Digital because it gets that too.”
Hartridge will continue these and YouTube channel,Emily Hart, alongside her role at Exposure Digital.
Back in 2013, as she started picking up fame for 10 Reasons Why, Hartridge talked exclusively to Gorkana about how PRs and brands could get involved with the show.