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Former Unruly boss, Lance Traore, launches new consultancy with influencer app deal

Lance Traore, the former Australian head of News Corp-owned viral video service Unruly, is now the founder of consultancy Iconomy.

One of the first deals for Iconomy has been a reseller deal with influencer marketing app Indahash.


Traore left Unruly in 2017, having relocated from Stockholm to Sydney to set up the platform’s ANZ office two years earlier.

Shortly after his local appointment, News Corp announced it had bought the UK-based company for $125m.

Earlier this year, Traore was appointed local MD of adtech startup Illuma however the British-based startup has decided to rein in its international ambitions.

Polish-founded Indahash operates in over 80 markets worldwide with offices in London, New York, Tokyo, Singapore, Warsaw, Dusseldorf and Dubai and claims to have claims to have 875,000 digital influencers on its books.

Barbara Sołtysińska, CEO at Indahash, said about the agreement: “We have seen a strong demand for influencer marketing in the region and Traore has the experience, local market knowledge and proven track record to expand on our offering and success.

“Indahash have been running campaigns in Australia since the start of 2018 for brands such as Pettit Planet, Hotels.com and Budweiser and we have seen influencer marketing evolving rapidly in the region with more brands and agencies searching for strategies and technologies that will help them hit their KPIs.

“We see this further expansion in the ANZ market as a commitment to being the world’s leading influencer marketing platform.”

Traore added: “I’m incredibly excited to be bringing this cutting-edge technology to the ANZ region. Indahash’s experience from running and managing close to 2,000 influencer campaigns across the globe in combination with their best-in-market platform is such a high-value proposition for brands and agencies influencer marketing needs.

“With the Australian market being one of the fastest growing and most receptive markets currently, the opportunity to help mould its digital emergence is one that I’m truly eager to take on. Indahash is uniquely positioned to take influencer marketing to the next level.”

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