Member Article

YouTuber Emily Hartridge joins Exposure Digital

Digital-centric creative agency Exposure Digital has today announced the appointment of successful YouTuber Emily Hartridge as content and influence manager, making it the first UK agency to bring an online influencer in-house. Hartridge joins the agency as it establishes a best-in-class model for how agencies, brand and social influencers should collaborate.

In her new role, Hartridge will collaborate both with established names as well as the new generation of talent from across all social media platforms to help them produce their best and most innovative work for Exposure Digital clients. She will help influencers and brands work effectively together, directly collaborating with brands to develop creative ideas as well as sourcing the right influencers for each brand’s needs.

She will work alongside the agency’s influence and marketing director, Holly Eddleston.

Hartridge has developed her own weekly show ‘10 Reasons Why’, amassing an army of almost 300,000 followers online. She is also presenting new All 4 show ‘Oh S**t, I’m 30’. She will continue these and YouTube channel, Emily Hart, alongside her role at Exposure Digital.

Jonathan Fraser, chief strategy officer at Exposure Digital, said: “Vloggers aren’t just vloggers; they are a new generation of talented artists who are revolutionising the media landscape. It’s important to understand what motivates them if you are to get the best possible collaboration between brand and influencer. From working with a myriad of YouTube stars, we know first-hand the biggest complaint they have when contributing with brands on commercial projects is that brands offer little direction when it comes to creating the best content. We are determined to change this.

“Having worked directly with brands as a vlogger, Emily has first-hand experience of how influencer talent is being squeezed into creative ideas that feel alien to them. This is just the sort of insight our clients need to hear, and which will enable them to work seamlessly with influencers without compromising creative talent.”

Hartridge added: “When brands approach influencers, they ask for the world – constant tweeting and posts around just them. I know that’s not what my audience would want, and that’s the same for other influencers. I was drawn to Exposure Digital because it gets that too.

“My new role allows me to influence both sides of the creative collaboration, fostering better understanding and ultimately a better end result for everyone. I want to drive home the point that YouTubers are more than just a means to an end; we are a creative talent in our own right. If you are simply bolting us onto a campaign at the end of the planning stages you are doing everyone a disservice.”

This was posted in Bdaily's Members' News section by Alex Sampson .