Yango general manager, strategy, culture and insights, Eb Yusuf. Credit: Yango
Independent Yango has launched a new division, Yango Creator, focused on delivering end-to-end influencer marketing solutions for brands.
The new offering is integrated within the media agency’s broader media strategy, aiming to align influencer activity with clients' overall marketing objectives.
Yango Creator will manage the full lifecycle of creator-led campaigns, from strategy development and influencer sourcing to content production, campaign execution, amplification and performance reporting.
Yango general manager, strategy, culture and insights, Eb Yusuf, will lead the division.
“We've strategically placed creator marketing within our media remit,” Yusuf said.
“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.”
The division’s services include building tailored influencer strategies aligned with brand goals, identifying and vetting high-performing creators across relevant platforms, and managing content creation, approvals and distribution.
Yango Creator will also handle campaign rollout and paid media amplification, along with delivering in-depth analytics and reporting to track performance and inform future strategy.
Contract negotiation and regulatory compliance will also be managed in-house.
"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,” Yusuf said.
“We believe this new division will set a new standard for influencer advertising in Australia and beyond.”
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