New Stance is a creative social media and influencer marketing agency specializing in lifestyle, entertainment and sports, using a data-driven strategic approach. This approach has led to very successful campaigns for global clients such as Spotify, Sky and Paramount+.
To learn more about this unique organization, we spoke with CEO Mark Keisner.
How did your company start and where is it located?
My specialty is sports talent marketing, working with some of the biggest football clubs and talent, managing brands through social content and developing commercial partnerships.
From this, I saw an opportunity for an agency focused on knowledge-driven talent marketing, more focused on influencer marketing, to better serve content development and social media activities.
The potential of this space was determined by Grupo Miroma, together with which we started the construction of a new building. As part of an innovative network of entrepreneur-driven global companies, we offer customers around the world tremendous benefits in terms of equipment, resources and services. various verticals.
We are currently based at the Miroma Group headquarters in Fitzrovia and we are surrounded by many different marketing and media companies, and often their founders, who inspire us endlessly.
What was the biggest challenge in growing your business?
One of my ongoing problems with influencer marketing is that many people still see it as more of a marketing campaign than their own communication tool.
We work with a number of clients such as Spotify, Paramount, Blondies Kitchen for whom an influencer campaign is a key part of their strategy, but it is not uncommon for other companies to be asked to create a campaign at the last minute when everyone else is busy. , creative. it's been good for months
Now this is not necessarily a problem for the growth of our company, we can and do, but I can't help but think that the sector itself can grow even more if it gets the attention it deserves.
What do you remember as your first big success?
An important moment was the appointment of a registration agency for such a large brand as Spotify. This gave us the confidence to push the boundaries of creativity to work with a brand known for innovation and the power of communication.
No industry is more deeply rooted in influencer marketing than music - it's long gone to radio, not to mention the internet, so being able to market it in a modern way is a huge plus.
What is the biggest opportunity for you and your company in the coming year?
We believe that influencer marketing has great potential for many brands; It may not seem obvious to those who are new to this type of marketing, but influencer marketing is constantly evolving and comes in smart and catchy forms. regardless of the industry. Unlimited opportunities to influence.
The creative economy provides brands with an unprecedented opportunity to build communities on social platforms, and communities and the people in them are often difficult to reach effectively through other digital and streaming channels.
We want to help as many brands as possible make the most of the opportunities that the creative economy offers; We know from our collective experience and knowledge how powerful this activity is in the marketing communications mix.
New Stance specializes in cultural activations in the entertainment industry, but we are always looking to expand our customer base into other verticals as there are so many brands we want to work with.
Can you explain your team's strategy/process? What makes it unique?
Everything is based on the understanding of the consumer, and every creative strategy is created in terms of social significance. As a team, we are marketing experts who specialize in influencer marketing and with experience working with brands, media agencies, creative agencies and recruitment agencies, we are able to articulate how influencer marketing can best work within the marketing communications mix .
We are also independent of platform and talent, so we can always provide customers with a very specific solution.
How does your team stay motivated and motivated?
We need to consume and be inspired by great work and creativity to create a fantastic level of great work and creativity.
We love to share experiences from different forms of our culture, whether it be music, food, fashion, entertainment, games or literature, and we make sure to use diversity to always learn, stimulate and inspire to create exciting work for our brands. He works with.
In addition, sharing the home of Miroma Group with a significant number of other founder-led companies expands our thinking with countless opportunities to share knowledge, ideas and contacts, as well as the opportunity to work on projects that we do not have. I have never heard otherwise. .
What organizations do you find inspiration in? Do you have heroes in the industry?
John Hegarty is a constant source of inspiration - a proponent of a serious approach to business and marketing that really resonates with us.
Any advice you would like to pass on to other agencies?
Move quickly if you have a chance. Brands need flexibility, and communication needs to be culturally relevant, relevant, and resonate with consumers. One of our strengths is the adaptability and versatility we bring to the corporate party.
How to find new clients/business? (Feeding, care, etc.)
Like any successful influencer we work with, we try to build our business by building networks and relationships with brands we admire and want to work with.
But we also find our jobs and our focus is on our CV - as much as we want more time, we know it's not something we'll always have, so we're used to working fast and clients recognize the quality of our work. . produce. Short period of time.
There are many scammers in our industry who take a “how hard it is” approach, which ironically only makes quality companies stand out.
What are your highest hopes for the future of the industry?
We don't want our industry to become a media metrics race to the bottom where access is most accessible. We believe that any brand or marketing team that views influencer marketing in this light is fundamentally misunderstanding the power of influencers and the creator economy.
We pride ourselves on getting metrics for our work/creators rather than buying them, and anyone who disagrees with this approach is doing a huge disservice to the industry.
Do you have a website, book, or resource that you would recommend?
Michael E. Gerber's The E and Influence Myth: The Psychology of Persuasion by Robert B. Cialdini, Ph.D. is a must-read for anyone starting their own business or interested in influencer marketing, and the books I recommend to all beginners. the Stance team to read their bookshelves.
