Former managing director of Dentsu Aegis Network's MKTG, Kylie Green, has launched a talent management and brand partnerships business, The Lime Agency, with Karan White joining as co-director.
White is an experienced talent and influencer manager and co-deputy chair of the newly formed Australian Influencer Marketing Council (AIMCo).
Last month AIMCo released the influencer marketing Code of Practice to provide a framework for brands, agencies and creators to drive trust, accountability and transparency in the growing sector of Australian influencer marketing.
Offering a diverse range of exclusive talent for influencer engagement, brand partnerships, brand collaborations and brand ambassadorial roles, the agency also provides business and brand management services including media, speaker and social media training, creative services, PR, publicity and crisis management and legal services for its talent and brand clients.
Green has an extensive background in advertising, marketing and brand activations having launched Kaleidoscope Marketing, which she sold into Enero (formally The Photon Group), before joining Dentsu’s MKTG where she took the reins of ApolloNation across Australia and New Zealand and rebranding the agency to be MKTG.
Post MKTG, Green took up a contract role in CommBank’s Women in Focus team and was MD of a specialist digital agency where she finished up the week before the COVID-19 restrictions and lockdowns commenced.
Green says it was during restrictions and lockdown where she found the motivation and desire to develop and create her next business.
“I reached out to a range of talent I have worked with or been connected with over my career and was overwhelmed by the support and desire to work with me exclusively," Green says.
"The past few months have certainly been challenging for us all and especially talent who previously spoke at live events to pivoting and having to hone their online digital skills for webinars and virtual events."
The agency has already begun to sign on brands for multi-platform brand campaigns with its talent and is also working with network contacts across the advertising and marketing agencies, film and television industries, reality television production companies and social impact sectors.
“With magazines closing down, streaming spiking and social media content being devoured more than ever especially during the pandemic, brands are looking at ways they can stay relevant, engage their consumers and ultimately sell," Green says.
"Humanising brands through values-aligned partnerships with talent is key and we have a unique collective experience and a proven track record in this area between Karan and myself."
The Lime Agency has launched with 15 founding talent clients.
The agency will be working with advertising, media, PR and brand activation agencies as well as working with brands and clients directly to build brand partnership, spokesperson and ambassadorial campaigns; engaging talent across a number of platforms including digital, social, online events, corporate events, mainstream media, television, film, PR and activations both in Australia and internationally.
“Our ultimate goal is to be the go-to agency for brands that realise strategic brand ambassadors can become true partners in their businesses and positively build their brand and ROI during not only this difficult time but well into the future," White says.
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