The marketing landscape is witnessing the emergence of two influential players: Bobbie, a creator marketing unit launched by HUNTER, and P-22 Agency, founded by former We Are BMF head of business development Ty Bentsen. Bobbie: The Creator Marketing Unit
Bobbie is designed to meet the needs of marketers seeking an influencer-focused partner that combines human instincts with the latest technology. The unit is headquartered in New York, with offices in Los Angeles, Chicago, Toronto, Montreal, and London. Two key executives will lead the charge: Donetta Allen, HUNTER’s chief influencer officer, who will serve as the president of Bobbie, and Monica Caponigro, who led influencer marketing at Nordstrom. Bobbie’s Unique Approach
Research conducted by Bobbie reveals that three-quarters of marketers plan to have dedicated influencer marketing budgets by 2025, up from just 37 percent in 2017. This growing demand indicates a shift towards a more integrated approach to influencer marketing. Bobbie aims to match brands with trusted voices that can communicate messages in a natural and approachable way, ultimately helping brands build life-long relationships with their audience.
“At Bobbie, we’ll focus on matching brands with the trusted voices that will communicate messages in a natural, approachable way that does more than reach audiences—we’ll help them build life-long relationships.”
P-22 Agency: The New Kid on the Block
P-22 Agency was founded by Ty Bentsen, former head of business development at We Are BMF. The agency is named after Los Angeles’ famous mountain lion and operates out of LA and New York, focusing on sectors such as luxury and lifestyle travel, tourism, commercial and private aviation, and wine/spirits. P-22’s mission is to support emerging brands, minority-owned companies, and legacy brands, while also raising the visibility of its clients. P-22 Agency’s Commitment to Staff Development
Bentsen has emphasized the importance of staff development and mentorship at P-22 Agency. His goal is to strike a balance between client success and offering a supportive work environment for his team. This approach is designed to foster a sense of community and collaboration among team members, which is essential for delivering exceptional results.
“My goal is to strike an equilibrium between our relentless commitment to client success and offering a supportive, flexible work environment for our team.”
Key Takeaways
• Bobbie and P-22 Agency are two new players in the marketing landscape that are set to make a significant impact. • Both agencies offer a unique approach to influencer marketing and creator marketing. • Bobbie’s focus on matching brands with trusted voices will help build life-long relationships with audiences. • P-22 Agency’s commitment to staff development and mentorship will help drive client success. What’s Next?
The emergence of Bobbie and P-22 Agency signals a significant shift in the marketing landscape. As these agencies continue to grow and evolve, we can expect to see new and innovative approaches to influencer marketing and creator marketing. One thing is certain – the future of marketing is looking bright, and these two agencies are set to play a major role in shaping it.
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