Smarts invests over £1m in new ‘Creator Hub’

Global PR and creative agency, Smarts, has announced an investment of over £1m, including the creation of 10 specialist new full-time roles, in its new influencer and talent offering, ‘Creator Hub’.

The new division will forge authentic partnerships between brands and content creators globally to co-create content with genuine cultural traction. By working with an ‘open’ mindset, the intention is to find dynamic and engaging talent from wherever it’s needed, breaking free from the limitations of a traditional agency talent roster.

The firm’s hiring spree has already begun across the agency’s offices in Holywood, London, and New York, with the appointment of influencer strategist Gina Deen (who, in previous roles, ran PUMA UK’s ambassador programme and led global influencer campaigns for Max Factor and Gucci Beauty) and Josefina Ballesta (who has led influencer campaigns for Disney, Netflix and Sephora).

These appointments, in addition to the current 15-strong team, will be focused on deepening existing partnerships with online platforms including Meta and TikTok, building the agency’s data stack and supporting an extensive new business drive.