The new division will be led by Richard Thompson, Chairman at M&C Saatchi Merlin. He will oversee the division by driving business growth and providing full service management and representation for the talent, which launches with: Seen Through Glass, LDN Muscle and A Style Album.
Seen Through Glass is an automotive lifestyle vlog run by Sam, who travels around the world filming luxury cars, going on road trips and attending spectacular events to create engaging content for his YouTube channel. He has worked with premium brands including Michelin, Shell and Gumtree. His channel has over 250,000 subscribers and is growing daily.
LDN Muscle are fitness social influencers made up of two sets of brothers – the Exton Twins, (James and Tom) and the Bridger Brothers, (Max and Lloyd). All qualified personal trainers, they have transformed the lives of over 100,000 people through their Transformation Guides which have sold in over 150 countries to date. They have also launched their own supplement business, clothing line, fitness education academy, book and app, whilst having over 330,000 followers on Instagram, Twitter and Facebook.
A Style Album is a fashion and lifestyle blog created by Louise Redknapp & Emma Thatcher. With over 70,000 followers on Instagram, they share fashion, beauty, interior, lifestyle, travel and food tips with other women.
Social influencers have become powerful allies in the marketing world and M&C Saatchi Merlin will develop this by strategically identifying relevant brands to partner each client with, enabling them to create impactful campaigns and engage audiences that are difficult to reach.
Richard Thompson, Chairman at M&C Saatchi Merlin, said: “We are very excited to be opening this new division and begin to harness the power that this talent has. In today’s world, social influencers are more than just a channel, they are a business and have the ability to reach new audiences that brands can’t. We are looking forward to helping them on this journey and continuing to grow in this sector.”
M&C Saatchi Merlin also opened an athlete division in July 2015, with clients including double Olympic gold medallist Jade Jones and Katarina Johnson-Thompson.