Digital marketing and talent development agency We Generate has expanded its team with a series of appointments.
The new hires bring major label marketing and talent management experience to the company. We Generate aims to grow a team of experts who can help artists cut through in the attention economy, as well as extending the services the agency is able to offer.
The digital audience engagement agency’s new additions include Barbara Thornton (formerly of UROK and Polydor) as talent and campaign manager. She worked as Jess Glynne's day-to-day manager at UROK and part of the A&R team at Polydor.
Jessie Keegan, former digital assistant at Polydor, has joined as assistant campaign manager. At Polydor, she supported the senior influencer marketing manager, visual streaming manager and the senior digital execs team.
Joe Streeter, formerly of Patriot Management and Insanity, has joined as senior campaign manager. He has worked with artists including Oh Wonder, Sigma and Marvin Humes.
We Generate has worked on digital campaigns for artists including Becky Hill, Celeste and Black Pink.
The company has recently started to represent its own talent across Instagram and TikTok, while they continue to help management and labels develop new and emerging artists with a data-driven focus on marketing.
Co-founded by Joshua Brandon and Luka Zak, We Generate has offices in London, Los Angeles and Hong Kong. It has worked with labels including Atlantic, Columbia, Parlophone and Polydor on building audiences and opportunities through its network of social media brands and global relationships.
“Delivering millions of impressions is too superficial when done in isolation,” said Brandon and Zak. “We’ve come from music and marketing and understand the importance of driving attribution, there has to be purpose to the numbers.
“Our goal is to drive attribution through the marketing funnel, which will be dictated by a number of variables depending on artist, track, supporting marketing, etc. It’s been part of our core values from the start and will continue to be a pivotal element as we help our clients learn more from every campaign we deliver, as well as the high performance of the campaign itself.”
We Generate can target audiences with tailor-made campaigns, such as its campaign on Lady Gaga’s single Stupid Love, which focused on the LGBTQ+ community with creator and meme content across TikTok and Instagram.
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