Industry executives Tim Rasbash and Mike Maurice have joined forces to launch influencer, advocacy, and ambassador agency Yellow.
Rasbash previously co-founded One Green Bean and Havas’ social influencer division Havas Co-maker, while Maurice founded Adhesive PR.
Rasbash becomes managing director of Yellow and Maurice will continue leading Adhesive PR as managing director.
The pair, who met while working on mutual client Dyson AUNZ, launch the new business with clients Sony Electronics and employment marketplace Seek in addition to several project-based relationships.
“Whilst Social influencers can be a great solution for brands to drive awareness, word of mouth and even sales, the inauthentic techniques and approaches adopted by many has meant consumer trust for social influencers and the endorsements they represent is on the decline,” Rasbash says.
“Our agency sets out to offer bespoke solutions to brands that help them harness the full potential of social influencers, creators, and talent by ensuring they are the real deal.
“We called ourselves Yellow as it is the colour of friendship. This is exactly what we’re driven to create between brands and their partners. We want them to step away from the one-off highly scripted and transactional based agreements, into richer, more mutually beneficial relationships.”
Yellow will operate independently from Adhesive while working across a number of shared clients.
“Realising the opportunity to dive deeper into the influencer marketing space was a strategic decision that adds extra depth to the services we have long been offering at Adhesive,” Maurice says.
“We’re witnessing a steady rise in the social commerce space and by designing an agency that is anchored in authenticity and true relationships we’re setting a new benchmark for what client success can look like in this area.”
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