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‘First talent agency for bloggers’ launches

Lorraine MurphyNaked Communications PR manager Lorraine Murphy has left the agency to launch a talent agency for bloggers in what she claims is an Australian first.

Murphy has launched The Remarkables Group with an initial roster of five mummy blogs including Eden Riley, whose blog Edenland was named blog of the year last week in awards organised by the Sydney Writers Centre. Also on the roster are Woogsworld, Styling You, A Beach Cottage and BabyMac.

The remarkables

Although The Remarkables will help manage the bloggers’ media profiles and organise advertorial, Murphy says it is not operating as an advertising sales house.

According to today’s announcement: “The agency will manage brand partnerships from start to finish to deliver remarkable results for both brands and the bloggers it represents. The team will coordinate briefing, approvals, payment and also evaluation, which is a key priority. There is no cost to brands to work with The Remarkables Group.”

Beofre launching The Remarkables, Murphy spent two years at Naked. Beofre that she was an account manager at Bellamy Hayden. Prior to that she worked at Maxted Thomas PR.

She said in her launch announcement: “The Remarkables offer a powerful channel for brands to get their message talked about by their target audience, in what is an increasingly cluttered media landscape. Mum is the main purchase decider in Australian families, so communicating to them is a top priority for many brands in the current marketing climate. It made sense to launch The Remarkables Group with five bloggers who are having thousands of conversations every day with Australian mums.

“We’re also keen to help Australian brands pioneer new ways to work with bloggers, based on the success in the US of blog ambassadorships and bloggers being featured as above the line talent.”

Meanwhile, a new sales house will launch tomorrow targetting niche publishers.

Roll Up Media‘s APAC MA is former DoubleClick APAC MD Kaylie Smith. According to the organisation: “The launch of RollUp Media in Australia and the UK offers independent online publishers in niche markets the opportunity to distribute their content more widely and monetise it, and gives advertisers the ability to reach valuable new audiences.”

She said: “There are three things that Australia offers that made the team keen to launch here – firstly, there are thousands of digital publishers creating great authentic content but they are struggling to monetize it. Secondly, they have good audiences of engaged consumers and thirdly, there are advertisers here who want to know how to reach them.”

“People are seeking new information sources online; they want to discover fresh, original content and they are looking beyond the larger publishers towards niche places that meet their specific interests.”

She added: “We are actively looking for great niche publishers with authentic content .”

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