Yango has launched Yango Creator, a new division that offers end-to-end influencer advertising services for brands.
The independent media agency’s new unit aims to help brands navigate the complex and rapidly evolving influencer landscape with unparalleled expertise and efficiency and provide a streamlined service designed to deliver results.
Eb Yusuf, who was recently appointed General Manager, Strategy, Culture & Insights, will oversee the new division. She said the integration ensures creator campaigns are measured and optimised alongside other media investments.
Yusuf said: “We’ve strategically placed creator marketing within our media remit. This integration ensures it works harmoniously with our overall media plans, optimising our ability to achieve critical KPIs.
“Furthermore, this structure enables us to apply our rigorous measurement framework, ensuring creator initiatives meet the same high standards as clients’ broader media investments.”
Yango Creator will manage influencer strategy, creator selection, content development, campaign execution, and performance reporting. It aims to integrate influencer marketing with broader media plans to help brands achieve key performance targets.
“Our philosophy at Yango has always been about putting people first – both our clients and their audiences – and driving measurable results,” said Yusuf.
“Yango Creator embodies this ethos by connecting brands with the right creators to make sure they become prominent in their cultural worlds, fostering authentic engagement that translates into real business growth.
“We call our approach ‘blended content marketing’ where we use SEO methods alongside more traditional social content methods to ensure brands are showing up on the algorithm. We believe this new division will set a new standard for influencer advertising in Australia and beyond.”
Yango Creator’s services include influencer strategy, creator vetting, content management, campaign amplification, measurement, and contract management.
Top image: Eb Yusuf