66Agency: building an Influencer Marketing Firm

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Publication Date:
July 09, 2019

Industry:

Industry:
Media

Industry:
Technology

Source:
Ivey Publishing

Six years after its inception, Montréal-based social media marketing agency OVRGRND started a sister company, 66Agency, to tackle the growing need for brands to use Instagram influencers for their marketing needs. The new 66Agency acted as a facilitator between brands and influencers. However, the demands of manaGIng people-the brands on one side and the influencers on the other-had become a burden that was distracting the agency from its oriGInal intention, which was be a social media marketing company. In May 2018, the company was looking for a creative business plan that would allow it to facilitate interactions between brands and high-quality influencers quickly and efficiently, while still ensuring that all parties were happy.

Matthew Philp is affiliated with HEC Montreal.

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66Agency: building an Influencer Marketing Firm

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