Cracking the influencer market
How did the business come about?
The Remarkables Group (TRG) was founded in 2012 as Australia’s first talent management agency solely dedicated to social influencers, then called bloggers. At the end of 2016, the original founder approached me to change the business model from traditional talent management to providing strategy and ongoing management services. In my role at the time, I was seeing first-hand the rapidly emerging power of influencers. It was increasingly clear that in order to maximise the value influencers could bring, brands needed hands-on help to plan and manage the activity.
When you are doing your job as a talent manager, you can actually be in direct conflict with a brand’s objective. At the end of the day, your role is to serve and maximise the opportunity for the talent. I took on full ownership of TRG by December that same year. Since then, I’ve turned around and refreshed the business with a new focus that has allowed it to step away
