The Remarkables ceases influencer representation, pivots to working directly with brands

Influencer agency The Remarkables is winding down the representation part of the business in a big change of strategic division for the four-and-a-half year old company.

the remarkables group logo

In an open letter published on The Remarkables website, Lorraine Murphy, founder and managing director of the company, said: “Way back in May 2012, The Remarkables Group was the first influencer representation agency in the Australian market and now it’s time to pioneer again to meet the changing needs of our clients.

“In the 4.5 years since we launched, the influencer space has evolved and matured significantly, with marketers now having a far greater understanding of the power of influencer marketing. To meet this need many new players have since entered the market offering various solutions.

“The influencer industry has now evolved to such a  point that a new business model is called for. We believe that brands and influencers can be best served by a model that provides unbiased, independent advice to brands that will lead them through this rapidly-developing area. During my time at Naked Communications, I saw the value firsthand that an agnostic expert could bring a in a new, yet maturing media landscape, and we are now setting about creating a similar model specific to influencer marketing.”

Murphy there has been a lot of brand interest in the space.

Murphy says The Remarkables is in discussion with brands on the group’s new strategic direction

The change in direction comes just months after The Remarkables repositioned itself as an influencer connections agency with the group focused on creating strategic connections and ideation between influencers and brands.

Murphy told Mumbrella: “This is a continuous progression of that idea. We were very much an influencer talent agency for pretty much four-and-a-half years and what we did four or five months ago was we separated the business into two parts, one side was the influencer representation and the other side was the owned platforms, so, Remarkable Pets and Rising Social Star.”

The initial repositioning of the agency saw Murphy take on a managing director role overseeing the overall business, while relationships director Sarah Chegwidden was promoted to general manager, leading the traditional blogger side of the group; however, Chegwidden has since resigned.

“Sarah left, she resigned a couple of months ago, so we’re doing away with the representation side of things and continuing on with the owned platforms and adding in the influencer strategy as well,” Murphy said.

In the open letter, Murphy said the group has “explored various scenarios” that allows it to provide strategic advice to brands while also representing influencers; however, “ultimately, we realised that in order to provide unbiased advice, we need to be unbiased”.

“As a result, we have made the major and difficult decision to wind down the representation part of the business to focus on building what will be the first specialist influencer strategy agency in this market.”


The new model for The Remarkables aims to address problems in the influencer space the team has identified, including: double-handling; navigating the fragmenting and evolving influencer space; setting benchmarks; and, transparency.

The new Remarkables Group will see the agency work directly with brands to manage their overall influencer activity.

“My dream project for this is to go into a major corporate who is already doing quite a bit of work in the influencer space, help them do a full audit on what’s working and what’s not working. Then go and meet with each of their different agencies and get a real understanding of what the brand needs to succeed in the influencer marketing space,” explained Murphy.

“Then we map out a strategic direction and identify the ambassadors to have on annual agreements, the people you should bring in on an ad-hoc basis and people you should keep relationships going with, and then we would work with the agencies to implement that strategy. That’s what we want to work towards, us being the retained influencer agency.”

Murphy said the change was partly due to the influencer representation market becoming more crowded.

“I’m estimating there’s about 20-30 representation agencies in the market now of various scales and specialities so now we separate out from that and we can work in partnership with those agencies,” she said.

“Brands are as confused as they have ever been for the reason that when we go and speak to brands we’re trying to sell our services so brands are confused because they’re getting a lot of different mixed messages from different operators in the space.

“But the business is profitable, we’ve got great relationships with our influencers, we could have easily continued going for another few years as we are now, which makes it harder because it’s a greater financial risk.”

The representation side of The Remarkables Group will be wound down by the end of the year; however, the group will continue to operate The Rising Social Star Talent Search and Remarkable Pets.

Part of The Rising Social Star prize was representation for the winning influencers, which Murphy admits a final decision hasn’t been made on how that will work.

“When we canvassed the entrants to Rising Social Star, representation was an element of what drew them to enter but the cash prize and the opportunity to partner with a big brand was really big. To be honest, I haven’t come to a final decision on that, either we will just take representation out of the prize package out all together or we will partner with a representation agency and we can feed the winners through to them,” she said.

On why the group is retaining its Pets representation business, Murphy said: “It’s such a niche offer and I don’t think that’s going to stand in the way of us giving objective advice to other brands because it is so niche.”

The Remarkables launched its Rising Social Star Talent Search in February with Remarkable Pets hitting the market in July.


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