One Green Bean’s Crowd Atlas rebrands as Co-maker
Public Relations agency One Green Bean has rebranded its influencer platform as Co-maker.
The rebrand comes as the agency aims to broaden the platform’s focus, by allowing brands to collaborate with social media influencers.
Co-maker will continue to have the three offerings it launched with as Crowd Atlas including: Verified Influential Network Identifier (VINI) which will enable brands to identify the best influencers by using technology, Social Media Artist Management (SAM) allowing co-makers to create relevant content for social media and Platform Intelligence and Analytics (PIA), which will monitor and measure the success of a campaign.
Formally known as Crowd Atlas, the platform originally launched in 2015 as a tech platform which found influencers from all across the net, allowing brands to assign them to particular campaigns. Since launch the platform has worked with the likes of Coca-Cola, Woolworths, Nike, Huawei, Toyota, Lion and Lego.
The rebrand comes six months after the resignation of One Green Bean head of digital strategy, and the brain’s behind Crowd Atlas, Matt Kendall.
Tim Rashbash, head of partnerships at Co-maker, said in a statement: “With the ongoing changes in social algorithms, the need to produce quality, relevant content for your audience has never been so important.
“People are turned off by ill-fitting, overt branding and product placement. By working with influencers to co-create content, we can make sure we are creating something that is relevant for the Co-makers audience and of significant value for the brand, telling stories in a way that is authentic and genuinely engaging.
“Over the past 16 months we’ve learnt that co-created content also flies on the brand’s owned platforms as it automatically feels more ‘human’ and relatable. With collaboration at the heart of what we do, it was only natural for us to rebrand our platform as Co-maker and continue to define this aspect of the proposition as a key differentiator,” he said.
The new Co-maker will use technology to assist brands in finding the right influencer for a particular brief, rather than a talent roster.
The rebrand comes as radio host Jules Lund’s influencer marketplace Tribe expands to the UK following a $5.35m Series A injection to fund international growth. It launched its first office in the UK in London on April 1 with Moët Hennessy, Selfridges and Burt’s Bees as the first brands to use the platform.
Abigail Dawson was Mumbrella's senior content journalist covering event content. She left Mumbrella to move into an agency role in 2020.
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