 Lauren McGrath |
Lippe Taylor has added Lauren McGrath to its senior team in the new role of head of talent and influencer engagement.
McGrath comes to Lippe Taylor from media and entertainment company Refinery 29, where she most recently was VP, talent partnerships and influencer strategy, leading the east coast arm of the “Here and Now Collective,” the company’s talent and influencer division.
In that position, she negotiated and managed relationships with digital influencers and celebrity talent for branded partnerships across custom content, social engagement and live events. McGrath began her career in talent management at Los Angeles-based Creative Artists Agency.
LT has also increased its involvement in influencer marketing through the development of Starling AI®, a proprietary software platform that uses machine learning and artificial intelligence to identify, segment, measure and optimize influencers and their networks for brands.
“Lauren’s hiring and our investment in the industry’s first analytics platform that uses artificial intelligence and image recognition to measure influencers reflects the acceleration of our agency’s evolution,” said agency CEO and founder Maureen Lippe.
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In today’s highly competitive marketplace, ad agencies are increasingly leveraging the power of public relations to build reputations, shape narratives, reinforce areas of expertise, and create content.
