Natalie Giddings takes stake in influencer agency The Remarkables

Natalie Giddings, former boss of Mediabrands’ social media agency Society Social, has taken a stake in influencer agency The Remarkables Group.

Giddings has joined the company as a partner with her appointment following on from The Remarkables’ strategic change of direction at the end of last year. Giddings taking a stake of around 20-30% in the influencer business.


Lorraine Murphy and new business partner Natalie Giddings

The Remarkables was founded by Lorraine Murphy in May 2012. At the end of last year The Remarkables wound down the influencer representation part of the business, dropping its talent roster to start 2017 operating under a new model which sees the agency work directly with brands on their influencer strategies.

Westpac and BIC are amongst the agency’s new client wins.

Murphy said: “The recent months have been the most challenging, and also exciting, of the business’s five year lifespan. There is a lot of great work being done in the influencer space in Australia and globally. However – as with any rapidly-commoditised industry – it is also rife with problems. Our new model is specifically designed to address those problems and the response from brands has been very positive.

“Having Natalie come onboard at this point in the business’s trajectory is incredibly exciting, and she brings influencer expertise alongside a broader perspective of the social and media landscape – which is already adding remarkable value to our clients. On a personal level, it’s wonderful to have a fellow captain of the ship, having led the business solo since it began.”

Giddings left Society Social at the end of last year having been with the agency for two and a half years. Before that she was the digital marketing director of Pollen Marketing for nearly five years.

Natalie Giddings: Looking forward to being part of a more specialised offer

She said: “The timing of this opportunity couldn’t be more exciting for me, as The Remarkables Group pioneers in the influencer marketing space yet again. Influencer strategy has played a key role in the strategies I have worked with past clients on, and I’m looking forward to being part of a more specialised offer.”

Giddings will be based in Melbourne and will visit the Sydney team fortnightly.

Lorraine Murphy is speaking at Mumbrella’s CommsCon which is being held in Sydney in just under a fortnight, on March 30. Murphy will be speaking on how organisations can use their influencer network in times of need. To buy tickets and to see the rest of the CommsCon program visit the CommsCon website.


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