Cracking the
influencer market
TheRemarkablesGroupwasfounded
in 2012 asatalentmanagementagency
dedicatedtobloggers.Sincethen,the
industryhaschangedandtheagencyhas
changedwithit.MariamCheik-Hussein
catchesupwithmanagingdirectorNatalie
Giddings to see what it’s been up to.Howdidthebusinesscomeabout?
TheRemarkablesGroup(TRG)wasfoundedin 2012 asAustralia’sfirst
talentmanagementagencysolelydedicatedtosocialinf luencers,then
calledbloggers.Attheendof2016,theoriginalfounderapproached
metochangethebusinessmodelfromtraditionaltalentmanagement
toprovidingstrategyandongoingmanagementservices.Inmyrole
atthetime,I wasseeingfirst-handtherapidlyemergingpowerof
inf luencers.Itwasincreasinglyclearthatinordertomaximisethe
valueinf luencerscouldbring,brandsneededhands-onhelptoplan
andmanagetheactivity.
Whenyouaredoingyourjobasa talentmanager,youcanactually
beindirectconf lictwitha brand’sobjective.Attheendoftheday,
yourroleistoserveandmaximisetheopportunityforthetalent.I
tookonfullownershipofTRGbyDecemberthatsameyear.Sincethen,
I’veturnedaroundandrefreshedthebusinesswitha newfocusthat
hasallowedit tostepawayfromitslegacyofbeinga bloggertalent
agencyandtrulyinnovatewithinthecrowdedinf luencermarketing
space.Nowproudlystandingasthestrategicagencythatdigsinto
gettingrealresultsforitsclients.
Sinceweembarkedonthechangeinlate2016,partofthemind-shift
wehaveassistedourclientswithistonowseethesecontentcreators
as legitimate media networks in their own right — more and more people