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TOMMEE TIPPEE APPOINTS SOCIAL CREATIVE AGENCY, THE FIFTH.

Tommee Tippee, the brand whose innovative designs make caring for babies easier, simpler, and more instinctive, have chosen THE FIFTH as their social creative agency to create social content for their platforms.

Tuesday, 14th of May, 2024

The appointment comes as Tommee Tippee looks to be the ultimate parent care brand, liberating parents’ intuition through empathetic design and being renowned as a ‘cultural powerhouse’ in the parent care space.

Ensuring Tommee Tippee’s social channels are a place where parents can find answers, support, and connect with others, The Fifth will work closely with the brand across both their UK & US social presence to be there for the parents! With real parents as the heart and soul of their channels, instilling confidence and empowering them to trust their intuition, supported by the smart design of Tommee Tippee products.

Oliver Lewis, founder and CEO of THE FIFTH said of the appointment, “We’re thrilled to have been appointed as Tommee Tippee’s social creative agency; we’ll work with them to apply our expertise of cultural understanding within social and influencer marketing. We can’t wait to help their next stage of growth in becoming the go-to brand for millennial and Gen Z parents.” 

Candice Green, Creative Director, added: “It’s incredibly exciting to be working with a brand who understands the importance of using TikTok creatively to become a cultural powerhouse. We can’t wait to start our work together, applying our unique approach to creating influential content to seamlessly integrate Tommee Tippee into the first hand experiences of their audience.”

Nicola Wallace, Head of Global Brand Communications at Mayborn Group Limited 

“Tommee Tippee has chosen The Fifth due to their unique ability to harness the power of both creativity and social search behaviour. This ensures that our social content not only captivates our audience by directly responding to them but also drives meaningful engagement, maximising our brand visibility and impact across platforms.”

Get to know the new FIFTH Apprentices: Carla Watts

Carla joins us on a two year apprenticeship

By Esra Gurkan

Thursday, 19th of January 2023

This January, we’ve welcomed our next intake of apprentices to THE FIFTH. 

After the success of the first cohort last year, we’re proud to announce that Carla Watts and Laina Claydon are joining the agency on a two-year basis. 

They will spend their first six weeks getting to know how the whole agency works, joining each of the key departments that make up the business including Marketing, Strategy, Creative, Accounts, Talent Research and Talent Management. 

Equipped with a solid understanding of how each part of the business works and what they do, they will then join their respective team for the duration of their apprenticeship whilst also undertaking a Level 3 Digital Marketer (Social Media Pathway) course.

Carla, who will be joining THE FIFTH Talent, spoke to us about what made her apply – and the best content she’s consumed recently.

Can you describe yourself in a sentence or two for us?

I am 23 years old, from Surrey and have just completed a degree in history and politics. I am obsessed with all things social media and you’ll rarely see me without my phone (or a coffee!) in my hand! After falling in love with making content on Instagram and TikTok whilst I was at university, I knew that I wanted to have a career in the industry. 

What attracted you to the apprenticeship at THE FIFTH?

I have always had a passion for social media, but this became particularly apparent over lockdown when I started to grow my own social pages. I knew that I wanted a career in social media but was unsure where to start, especially as I had no qualifications in this sector. When I came across the apprenticeship at THE FIFTH on Linkedin, I could not believe my luck: it seemed like a dream come true! It was the perfect introduction to a career in social media as I would be working with an agency who had worked with very well-known brands, combined with having the opportunity to study for a Level 3 Digital Marketer course at the same time. 

Can you describe your perfect working day?

My perfect working day would be an early morning trip to get an oat milk vanilla latte and a catch-up with the team. Then a productive day of work, followed by a team-outing to the pub to unwind and relax.

Which social media channel do you use the most and why?

I definitely use Instagram the most, but TikTok is a close second! I have practically grown up with Instagram and have been posting for over ten years so definitely feel the most confident on there! You can usually find me on Instagram posting about mental health, body positivity and other fun lifestyle content. 

Are there any campaigns of ours that you’d have loved to have worked on and why? 

There are so many I would have loved to have worked on – it’s hard to pick just one! I think the Lucozade #positivechain campaign would have been amazing as I thought it had such an incredible message behind it, as well as being able to work with Maya Jama and Anthony Joshua. I am hoping they do a part two!

I am definitely excited to see what campaigns I get to work on over the next couple of years!

What would be a dream campaign or brand that you’d like to work on or with in the future?

Lounge Underwear would definitely be a dream brand to work with as I absolutely love how inclusive they are and how they promote body positivity! 

I would also love to work on a Coachella campaign after growing up watching all my favourite content creators go there every year. That would be a huge career achievement. 

Which content creator are you loving following at the moment and why? 

At the moment I am really enjoying Lauren Tiby on TikTok and Instagram. I love her fashion content and she is always my go-to for style inspiration! I also love how down to earth she is and find her get-ready-with-me videos comforting to watch. 

Who inspires you? This can be in your personal life, or on social 

One of my biggest inspirations is Matilda Djerf. Not only is she hair and outfit goals, she is such an authentic and down-to-earth content creator who spreads positivity on her social media. Matilda, and her partner, have also built a very successful business – Djerf Avenue – which is always ahead of the fashion trends whilst also being ethically manufactured and promotes sustainability by creating ‘timeless’ pieces. 

Lastly, tell us your favourite piece of content that you’ve consumed recently?

I love watching Olivia Kirkby’s TikTok as she is always so positive and helps me feel confident in my own body. I always watch her videos when I need cheering up!

Get to know the new FIFTH Apprentices: Laina Claydon

Laina joins us on a two year apprenticeship

By Esra Gurkan

Wednesday, 18th of January 2023

This January, we’ve welcomed our next intake of apprentices to THE FIFTH. 

After the success of the first cohort last year, we’re proud to announce that Carla Watts and Laina Claydon are joining the agency on a two-year basis. 

They will spend their first six weeks getting to know how the whole agency works, joining each of the key departments that make up the business including Marketing, Strategy, Creative, Accounts, Talent Research and Talent Management. 

Equipped with a solid understanding of how each part of the business works and what they do, they will then join their respective team for the duration of their apprenticeship whilst also undertaking a Level 3 Digital Marketer (Social Media Pathway) course.

Laina, who will be joining the marketing department, spoke to us about what made her apply – and the best content she’s consumed recently.

Bella and Laina with singer-songwriter Tom Grennan

Can you describe yourself in a sentence or two for us?

I am 21 years old, from Hertfordshire and love social media – especially Tiktok. I often create my own on the app and am interested in makeup and fashion. I was first introduced to social media via Instagram when it came out, and have been watching YouTube since I was about 11 years old when I was obsessed with the OG Brit Crew; Zoella being my favourite. Something I was always particularly fascinated by was when YouTubers would be with their managers, and seeing them go into their management offices in their vlogs -I think that’s where I first got the interest to work in this industry.

What attracted you to the apprenticeship at THE FIFTH?

I had wanted to get a marketing job since I left sixth form really, but I struggled as I had no experience and it’s a competitive field, so I worked other jobs whilst looking for one. Apprenticeships always appealed to me as I didn’t go to university, so being able to work while getting a qualification is perfect for me. I was attracted to THE FIFTH in particular as I love what they stand for. The fact that it incorporates influencer marketing is an added bonus for me as I have been a follower of creators for years.

Can you describe your perfect working day?

Put simply: an iced coffee to start the day, a productive day in the office, a team lunch outing – and this includes filming some office TikToks for our growing channel.

Which social media channel do you use the most and why?

TikTok or Youtube. I don’t like silence so even when I’m around my house I will have a YouTube video playing on my phone. I realised how addicted to TikTok I was when I slowly replaced YouTube with TikTok videos!

Are there any campaigns of ours that you’d have loved to have worked on and why? 

I’d love to have worked on our YouTube Shorts Brits campaign. I’ve always watched the Brits so to get the opportunity to work on that and be there would be really cool! Preferably on a year when Harry Styles is there…

What would be a dream campaign or brand that you’d like to work on or with in the future?

At the moment, I’m loving Selena Gomez’ Rare Beauty makeup brand, so I would say working with them would be amazing!

Which content creator are you loving following at the moment and why? 

Alix Earle – she is trending at the moment and has suddenly blown up on TikTok. I love the casual get-ready-with-me content, product recommendations and stories she tells. Another TikToker I love is Amelia Olivia who also creates makeup content. I’ve bought a lot of what she has recommended!

Who inspires you? This can be in your personal life, or on social 

I am very inspired by my colleagues, particularly Jess and Esra, who I am very lucky to learn from and my mum who works hard everyday and still manages to do so much for others.

Lastly, tell us your favourite piece of content that you’ve consumed recently?

Zoe Sugg’s vlogmas on her YouTube channel. It gave me so much nostalgia and cosy vibes at Christmas time. Having watched Zoe from a young age to seeing her as a mum now is so lovely – and her home gives me interior goals!

The Fifth wins two blogosphere awards

We were the Beauty Creator Campaign Winners for our work with fenty beauty

By Esra Gurkan

Monday, 26th of September 2022

We’re absolutely over the moon to have won two awards at the Blogosphere Awards last week.

We were delighted to be announced as the Beauty Creator Campaign Winner for our collaboration with Fenty Beauty and their Fenty Icon Lipstick. A special shout out to the incredible creators ALICE x T, Danielle Marcan, Candice Brathwaite, Anchal, Ava Welsing-Kitcher, Alice Dickson, Michaela and Lisa Potter Dixon who helped bring this campaign to life. THE FIFTH’s Charlie RossFreya Sheard and Milan Charles also deserve a special mention for working tirelessly on the campaign and for sourcing the perfect creators.

Not only that, THE FIFTH TALENT’s creator Tasha Bailey also won Health and Wellbeing creator of the year. If you don’t follow her already, Tasha is a qualified therapist and creator who uses her Instagram platform to talk about all things mental health, anxiety and wellness.

Bringing a modern and intersectional perspective to the topic of wellness, Tasha openly reflects on her experiences as a Black British, plus-size woman navigating a field which lacks diversity. Tasha is passionate about systemic change for mental health and intersectionality, and enjoys working closely with brands to encourage this. As a qualified creative psychotherapist, she brings her expert knowledge to the social media space in a “real talk” way.

Congratulations to the Fenty Beauty team, to Tasha and to all nominees. What a night!

The Fifth talks community at cannes

wHAT’S NEXT FOR THE CREATOR ECONOMY?

By Esra Gurkan

Wednesday, 29th of June 2022

Last week, THE FIFTH held a lunch for leaders from across the industry to discuss what’s next for the creator economy.

Our guests joined us waterside in Antibes for an afternoon escape away from the mayhem of La Croisette and the Cannes Lions International Festival of Creativity. 

One hotly debated topic during the lunch is what to call the people, animals and even robots we work with. One thing we all agreed on is that we’re clearly all too hung up on titles. ‘Creator’, ‘Influencer’, ‘Talent’, ‘Social Content Producer’ all have a place and each represent a category within the ecosystem.

Another subject heavily discussed was of course the #Metaverse. No one was in dispute over the fact that creators will be key to building it.

“Cannes confirmed what we have long known” explained THE FIFTH’s CEO Oliver Lewis, continuing, “creators will shape the future of creativity, disrupting traditional advertising as their cultural role strengthens across both real world and virtual”.

Reflecting further on Cannes-conversations Oliver said: “Community is often the word missing from conversations in influencer marketing meetings. Qualitative metrics will begin to overtake followers, impressions and engagement rates as the value of the craft is realised and paid media and brand channel asset generation become the primary vehicle for audience acquisition. In the near future, we will see transactional campaigns replaced with partnerships as creators establish themselves as brands in their own right, boosting creativity.

“The Metaverse is the word on everyone’s lips; it must be built by creators, not techies and big business, or the community will never arrive. The vision for the Metaverse should be one of inclusion, human connectivity and blended reality. Brands will increasingly lean on creators when building their experiences in the Metaverse, creating worlds that represent and reflect their communities.”

We’d like to say a big thank you to Meta’s Becky Owens, Brandtech Group’s Oliver Walls, Influencer Marketing Trade Body lead Scott Guthrie, The Barber Shop’s Dino Myers-Lamptey, New Digital Age’s Justin Pearse, Storyful’s Lisa McDonald and T Brand Studio’s Arif Durrani for your contributions. We’re looking forward to continuing the conversation at MAD//FEST LONDON next week! 

The Fifth wins four awards at the influencer Marketing Awards

iNCLUDING GOLD FOR BEST CAUSE LED CAMPAIGN

By Esra Gurkan

Friday, 10th of June 2022

THE FIFTH has won four awards at the Influencer Marketing Awards 2022. 

🏆 GOLD for Best Cause-Led Campaign for our work with YouTube for Pride Month

🏆 GOLD for Best Use of YouTube for our work with YouTube for Pride Month

🏆 SILVER for Best Team in Influencer Marketing

🏆 BRONZE for Best Large Influencer Marketing Agency

It was an evening filled with good food, great company and huge celebrations all round. 

Describing why we were chosen as the winners for the Best Cause-Led Campaign category, the judges said we had an “Out of the box approach for a very relevant topic which is at the centre of a number of campaigns in the last months, well executed”. 

When talking about our Best Use of YouTube win, the judges commented: “What a fantastic campaign – bringing together diverse talents, creativity and a strong strategy, all with an important purpose. 

“The results speak for themselves. Well done YouTube and THE FIFTH!”. 

We are absolutely delighted with the results of the night and are happy that we were recognised for both the Best Team and Best Large Influencer Marketing Agency categories with Silver and Gold. 

As always, we want to say a big thank you to the entire FIFTH team for their hard word and to our clients for entrusting us to tell their brand’s story. 

It was a real joint effort and the awards were an amazing celebration of the work that we do. 

Congratulations to everybody who won and was shortlisted. What an industry to be a part of! 

The Fifth shortlisted for 6 imas

including best large influencer marketing agency

By Esra Gurkan

Thursday, 12th of May 2022

We’re absolutely delighted to be shortlisted for not one, not two or even three but SIX Influencer Marketing Awards this year.

Now in its 4th year, the Influencer Marketing Awards hosted by Talking Influence rewards and recognises brilliant campaigns, delivered creatively and transparently.

We’re incredibly proud of the hard working teams who worked across the campaigns and are grateful to our clients who put their trust in us to create effective, creative and inclusive collaborations.

The IMAs mission is to ‘reward individuals, teams and campaigns that have pushed boundaries, and above all delivered excellence across the board during the last 12 months’.

The awards, which were first established in 2018, span the breadth and depth of influencer marketing and the creator economy, and much like the industry, are constantly evolving.

Excitingly, The Fifth are shortlisted for every category entered and the categories and campaigns are as follows:

Best Cause-Led Campaign – THE FIFTH x YouTube Originals: Pride
Best Cause-Led Campaign – THE FIFTH x YouTube Originals X Don’t Panic: Seat at the Table
Best Food and Drink Campaign – THE FIFTH x Slim Chickens #ChickenOut
Best Use of YouTube – THE FIFTH x YouTube Originals: Pride
Best Large Influencer Marketing Agency – The Fifth
Best Team in Influencer Marketing – The Fifth

There is an international jury of experts and peers debating and determining who will take home gold, silver and bronze awards and we’re looking forward to the in-person awards ceremony that will be taking place in June at the Sheraton Grand Hotel in London.

Congratulations to everybody shortlisted.

To view the IMA shortlist in full, click here.

The Fifth agency is growing and going Stateside

And the creative agency is recruiting for a whole host of new and exciting roles

By Esra Gurkan

Friday, 8th of April 2022

It’s an exciting time for The Fifth! We’re hiring for a whole bunch of new roles here at the agency, both in London and… LOS ANGELES! That’s right. We’re going Stateside.

We are rapidly expanding our dynamic team, both here and in the US, and we are looking for some amazing new recruits to join us on the journey.

Three years since launch, the agency has seen rapid growth from its creative-led influencer marketing proposition and we’ve been lucky enough to work with brands including Disney, YouTube and Square. 

Building on this growth, we are now receiving a new round of investment from News UK to fund further expansion for domestic and international growth.

To manage this growth, The Fifth is restructuring its management team and we’re delighted to announce a series of key internal promotions:

Oliver Lewis, currently founder and MD, will become CEO and will lead the business across all markets and will be focussed on expansion into the US as well as the evolution of revenue streams within the booming creator economy.

Director of Operations and Marketing Jess Markwood will become COO to deliver the company’s strategic vision and 3 year growth plan, whilst helping shape a successful, diverse and rewarding culture for the agency.

Sam Coleman, currently Commercial Director, will become The Fifth’s Managing Director EMEA. Sam will lead the Fifth Agency in the UK and client services growth across the EMEA region.

All three will be supported by an expanded SLT including Katie Wallwork who continues to lead the award winning Fifth Talent business and Creative Director Candice Green.

Hayley Harrison, currently PA to Oliver Lewis and Campaign Manager, will also become EA to Oliver Lewis and PA to both Sam Coleman and Jess Markwood.

Olly Lewis, CEO of The Fifth, said: “Over the last 12 months we have continued to grow the business in line with our clients needs but we plan to double the size of the agency over the next six months. 

“As a result, it’s vital that our management team is structured to cater for that level of growth.  With fresh backing from News UK we’re in a position to turbocharge our expansion both domestically and internationally. 

“We’ve seen a fundamental shift in influencer marketing in the last couple of years as the industry matures and takes its place as an established part of the marketing mix. 

“Our mission to both professionalise and lead this space into the creative realm where we feel it belongs has positioned us well with major brands who are now investing significantly.  They want a trusted, transparent and forward thinking agency partner to support their influencer strategy and that’s what The Fifth delivers.”

To help take us to the next level, we’re hiring for a number of roles both here and in the US. 

We’re looking for talented, diverse and passionate people to join our vibrant team and help elevate the creative output of the agency. 

If you think that’s you, then find out more and apply here.

We invited audiences to #ChickenOut of Christmas

Here’s how we turned an influencer campaign into an out of home spectacle

By Joel Newman

Thursday, 13th of January 2021

For Christmas 2021, Slim Chickens came to us with some food for thought. They wanted us to show off their personality and put a smile on customers’ faces, spreading feel good vibes in a loud and bold way throughout the holiday period.

We found that our audience members like to live their lives on their terms, and that after a year of not seeing anyone, there were some people they simply hadn’t missed. And in amongst the seasonal chaos, the ‘you-do-you’ mentality central to our positive mental health can often be at risk of being lost. 

So with the power of self-love at the heart of it, we partnered with Slims (which is a part of the Boparan group) on a tongue-in-cheek mission to empower people to get their ‘me time’ back – by any means necessary!

Using Slims’ classic Southern charm and the warmest of open arms, we invited our audiences to #ChickenOut of unwanted Christmas plans.

Often used in a negative way, the term ‘chickening out’ is used to poke fun at a person who is nervous, timid or afraid of doing something. Turning this on its head, we decided to try something a little different. 

Using Slims’ classic Southern hospitality paired with an uplifting comedic tone of voice, we created a go-to-guide – a chicken’s checklist if you wish – to actually empower and encourage fans to cancel their plans, and enjoy their new-found free time in the safety of their local Slims outlet.

We brought to life Slims’ go-to-guide with the help of three influencer talent, each chosen for their incredible script writing, energy, and comedic timing. This helped them stand out from the rest of the Christmas noise and be our go-to leaders to inspire and empower our Chickens to take part in festive tranquility.

Once we’d enlisted the help of our Chicken leaders, we briefed them to create a series of hilarious and relatable festive skits, taking over our fan’s Instagram and TikTok feeds with “you-do-you hen” messaging, highlighting Slims locations as being the place where you can achieve the #ChickenOut sense of inner peace.

Our #ChickenOut messaging was extended to Slim’s other marketing channels, allowing us to scale our campaign even further and take the influencer campaign to new levels – championing the voices of our talent and turning them from festive sheep into true Chickens. 

Lastly, we broke the fourth wall between consumer and the digital world by elevating the reach of the campaign, and extending the influence of our talent, into the non-digital world through out of home (OOH) billboards – spreading the message of #ChickenOut to the masses and growing our audience in the process. 

Partnering with Ocean Outdoor, we leveled up our campaign using OOH as the perfect way to distribute our messaging to a wider audience, signposting Slim Chickens’ nearby new store in Nottingham, while keeping in line with the campaign tone of voice. This helped break out of the traditional viewership our social talent usually experience, and also tied in nicely with one of our objectives of increasing brand awareness. 

We wanted to create synonymy between the digital and OOH elements, and so featured one of our influencers on the billboard alongside the messaging itself. This enabled us to tie all of the different parts together to deliver a real 360 campaign.

All our content was created to inspire our Chickens to put themselves and their mental-wellbeing first this Christmas. And each video always ended with a delicious and mouth-watering chicken-filled shot of their delicious restaurant offerings.

Our campaign showed our audience that the best way to put themselves first this Christmas was to take pride in doing what makes you happy. Eat at Slims. And, of course, #ChickenOut of any plans you want. 

The Fifth introduces first apprentices: Ellenia Panayiotou

Ellenia joins the fifth and tells us about her dream campaign

By Esra Gurkan

Wednesday, 17th of November 2021

This September, we welcomed our first ever apprentices to The Fifth agency. Since then, we’ve been delighted at how quickly they’ve integrated into the team and we wanted you to get to know them a little better. 

The apprenticeship scheme at The Fifth sees our apprentices spend the first 6 months getting to know how the whole agency works, joining each of the key departments that make up the agency including Creative, Sales, Talent and Campaigns.

After their first 6 months, we hope they will have a good understanding of how the agency works and what aspects of the different roles they enjoy or are interested in. At this point, they will join a team and spend the rest of their time specialising in this area, building on their experience and knowledge and gaining skills that they can include on their CV. 

Here, we meet Ellenia Panayiotou who has spoken to us about why she applied, what her dream campaign would be to work on and what she wants to get out of the apprenticeship.

Can you describe yourself in a sentence or two for us?

I think I am a very hard working, creative and family oriented person. 

What was your dream job growing up?

Ever since I was a child I have been interested in media, and having been captivated by the magic of films and television, I think I definitely wanted to work in the Film and TV industries. I slowly started expanding my knowledge of media at school and at university, which made me love marketing, and more specifically influencer marketing.

What attracted you to the apprenticeship at The Fifth?

I have been following The Fifth’s journey since the very beginning and was so excited by the opportunity to join when I saw the job ad. Something I really love about The Fifth is that we categorise talent through nine different faces of influence which means that instead of labelling creators as nano, micro, macro and mega etc, we focus on the creatives’ tone, talent, style and relationship with their audience rather than the number of their following (as this can be a vanity metric!).

I love that here at The Fifth, we advocate for favouring human relationships over automation and have a variety of talent signed to The Fifth Talent within different fields and pride ourselves on working with inclusive and diverse content creators.

Which social media channel do you use the most and why?

Hands down, it has to be Instagram. Between the variety of content formats and features, it’s an amazing tool to use to find up-and-coming music artists and content creators. It enables you to be inspired and inspire – whether you’re searching for fashion or makeup tips, a community to be a part of or food recipes – you’re guaranteed to find that on Instagram. 

Which social media channel do you like the least and why?

Even though I really love Twitter for its speed at which you can react to things, along with the funny and unfiltered content you can come across, it’s definitely a platform I use the least. I mainly use it as a news source (which I then fact check with reliable and established publications).

I think Twitter is an incredibly hard platform to master and so a lot of brands have struggled to articulate and deliver their messages effectively. I also think that Twitter is an echo chamber and therefore doesn’t allow as much room for growth or inspiration in comparison to platforms such as Instagram and TikTok. 

Are there any campaigns of ours that you’d have loved to have worked on and why? 

There are numerous campaigns that our agency has worked on that I really love, however, I think the Lucozade #POSITIVECHAIN campaign is one I would have loved to have been a part of. This is because in the advent of the digital age where it’s so easy to consume and be surrounded by so much negativity, I think this campaigns’ themes and chosen messaging were incredibly effective. I really appreciated the careful selection of talent and thought that the chosen creators of that calibre corresponded perfectly to Lucozade’s brand identity and target market. This was also an effective way to ‘normalise’ celebrities and hear them talk about things that we all think and go through. 

What would be a dream campaign or brand that you’d like to work on or with in the future?

I would definitely love the opportunity to work on or be a part of a Nike campaign because similarly to The Fifth, Nike has always tried to emphasise the importance of inclusivity and diversity and are considered to be leaders for this in the industry through not only the talent that they work with but also the products they offer. 

Which content creator are you loving following at the moment and why? 

I am an avid social media user and as a result I think who you follow and the content you consume is very important. I follow a great number of content creators and influencers who inspire me for a variety of reasons, but three of my favourites are: @kai_isaiah_jamal, @simran and the Fifth Talent’s very own @iza_szyszko. I have also recently started following @debrachosen, a London-based lifestyle and fashion content creator and podcast host – she shares thought provoking content to inspire and help people navigate their life journey. 

the fifth introduces first apprentices to the team: meet nana frimpong

nana joins the fifth and tells us about her dream campaign to work on

By Esra Gurkan

Tuesday, 16th of November 2021

We were delighted to have our first ever apprentices join The Fifth agency in September this year. 

The apprenticeship scheme at The Fifth see our apprentices spend the first 6 months getting to know how the whole agency works, joining each of the key departments that make up the agency including Creative, Sales, Talent and Campaigns.

After their first 6 months, we hope they will have a good understanding of how the agency works and what aspects of the different roles they enjoy or are interested in. At this point, they will join a team and spend the rest of their time specialising in this area, building on their experience and knowledge and gaining skills that they can include on their CV. 

Here, we meet Nana Frimpong who has spoken to us about why she applied, what her dream campaign would be to work on and what she wants to get out of the apprenticeship.

Can you describe yourself in a sentence or two for us?

I would describe myself as an ambitious dreamer and a highly dedicated individual. I think in every stage of my life and in all my experiences I have always given my all and worked hard to succeed – and even if I did fail, I would always take on board the lesson learned and structure it to fit my next adventure.

What was your dream job growing up?

I had a slight obsession with Ugly Betty when I was younger, in particular Wilhelmina Slater, and dreamed of working for a fashion magazine. I collected Vogue, Marie Claire, Elle and Harper’s Bazaar magazines and loved reading the celeb stories, latest fashion trends or beauty tips. I really wanted to become Anna Wintour’s protégé and then obviously take over from her as Editor and Chief!

What attracted you to the apprenticeship at The Fifth?

I originally applied for the role through Instagram; I saw the AD and was intrigued by the company. I looked at the Instagram page in more depth and loved the variety of talent that The Fifth had worked with as well as the campaigns.

The main attraction for myself was the wide scope of talent as I was then introduced to some new content creators to follow myself!

Which social media channel do you use the most and why?

I have two social channels that I interchangeably use on a daily basis; Instagram and TikTok. I religiously use Instagram to look at some of my favourite creators and also gain inspiration. I don’t like posting on Instagram but you can find me scrolling through my explore page, saving new cookie recipes or mentally taking notes of fashion tips for seasonal trends.

On TikTok, I often find myself laughing at the ridiculousness of the videos or attempting (and mostly failing) to recreate trending dance routines.

Which social media channel do you like the least and why?

Snapchat is my least favorite social media channel platform, despite loving their filters. Once upon a time when Snapchat was at the top of its game and Instagram had yet to introduce Stories, I was one of many who loved using the app. Although I still use it (mainly to look through my memories and relive some of my past antics), I don’t believe it serves the same purpose it did when it first came out and everyone was using the dog and flower crown filters.

Are there any campaigns of ours that you’d have loved to have worked on and why? 

I really liked exploring the TAG Heuer campaign and would have absolutely loved to have been a part of the campaign. Having seen some of the production shots and also looking at the list of talent that was involved, I would have loved to be part of the strategy behind the campaign as well as the creativity.

What would be a dream campaign or brand that you’d like to work on or with in the future?

I actually have two dream brands/campaigns I would love to work on or with in the future. The first one being Fenty Beauty/Savage Fenty/Fenty Eau de Parfum. I like Rihanna (and yes I am waiting for her to drop her album!) and all her work, and I also love seeing some of my favourite influencers create posts around her products. I think working on any aspect of this campaign would be a great achievement and a career highlight.

My second dream collaboration is to work on a Marvel campaign. I am a huge Marvel fan and love to work on a campaign to promote one of the Marvel series/movies.

Which content creator are you loving following at the moment and why? 

When choosing to follow a content creator, I don’t just look at their grid and see if it’s aesthetically pleasing but look at their content as a whole. I also like to follow wholesome, down to earth individuals. I recently followed Belgian content creator @Sileyls. I originally saw her content on TikTok and then became obsessed with her streetwear content, as well as her down to earth attitude when engaging with her followers.

The Fifth launches trade body for influencer marketing

The IMTB is a professional membership body for influencer marketing agencies

By Esra Gurkan

Tuesday, 26th of October 2021

Last week, Influencer Marketing Advisor Scott Guthrie announced that the Influencer Marketing Trade Body has launched.

The IMTB is a professional membership body for influencer marketing agencies and influencer marketing platforms. It’s dedicated to building a robust, sustainable future for the influencer marketing industry.

This is a huge step forward in our continued quest for professionalism, ethics and standards. And we are so proud that The Fifth is a founding Board Member of the IMTB alongside Whalar, Ogilvy, TAKUMI, INCA and Tagger.

What are the aims of the IMTB?

Accountability

All members are bound by our Code of Conduct, Memorandum of Association and bye-laws to protect our clients and promote the reputation of our industry to society at large. 

Governance

The IMTB is overseen by a Board of Management. Comprised of senior industry leaders, the Board ensures that the IMTB operates in the best interests of its members, the industry and society at large. 

Unified voice

We consult with our members to ensure they are heard and represented. We then define and articulate that unified voice to politicians, policymakers, publications, and the public.

Sharing best practice

We seek to strengthen relationships with educators, adjacent industry bodies and regulators to share industry best practice.

We are so excited that the influencer marketing industry is coming together to make a change and we’re looking forward to forging a closer tie with regulators and working to ensure we are a fairer, more respectful and inclusive space for creators. 

Find out more via the IMTB website

The Fifth wins TWO awards at the Imas

Bronze for best large influencer marketing agency

By Esra Gurkan

Friday, 24th of September 2021

The Influencer Marketing Awards shine a light on exceptional Influencer Marketing campaigns that showcase exceptional planning, execution, creativity and innovation.

The IMAs seeks to recognise and rewards agencies and platforms that are helping brands to plan, smartly execute and measure their influencer marketing campaigns. Either as a standalone campaign or as part of a multi-channel effort.

They also endeavour to recognise those within Influencer Marketing who seek to improve the wellbeing and potential of the community and elevate voices that represent the future of the channel.

This year, we were delighted to take home two awards. We won Bronze for Most Effective Campaign on a Small Budget for our successful campaign with Square, as well as Bronze for Best Large Influencer Marketing Agency.

Our campaign with Square saw us collaborate with digitally savvy SME owners and entrepreneurs Peony Vintage, Natalie Glaze, Saint Aymes and Vix Meldrew.

As an agency that has only been around for two years, we were delighted to be recognised an influencer agency making a difference in the industry.

As always, a huge congratulations to The Fifth team for their hard work – especially over the last 12 months. These awards wouldn’t be possible without them and their dedication to providing clients with the best possible campaigns.

And of course a big congratulations to all of the other winners. What a year it’s been for influencer marketing!

The Fifth talent wins agency of the year award

the fifth talent wins big at the blogosphere awards

By Esra Gurkan

Thursday, 23rd of September 2021

The Fifth Talent took home the Talent Management Agency of the Year award at the Blogosphere Awards 2021.

The Blogosphere Awards are a celebration of the amazing talent that this industry has to offer. Without the talent who have given us their trust, confidence and support this last year, we wouldn’t have been able to do it so thank you to them and everybody who voted for us.

After the Blogosphere Awards weren’t able to take place in person last year, we were delighted that the industry could come together to celebrate the achievements of the last 12 months in person.

The Fifth MD and Founder Oliver Lewis says: “I’m overwhelmed and just so proud of the team. Last time we were at the Blogosphere Awards in 2019, we were wet behind the ears and just excited to be there. Today we have arrived thanks to the undeniable talent of Katie Wallwork, Keys Pownall, Summer Swerner, Olivia Francis and everyone in the Fifth Fam past and present. Huge congrats to all the winners and to Alice Audley for bringing back such an important celebration of our industry. A huge triumph!”.

As if that wasn’t enough, The Fifth Talent’s creators Nicole Ocran, who is a writer and co-founder of The Creator Union, and sustainability consultant and creative director Emma Slade Edmondson also won the Podcast of the Year Award. Their Mixed Up podcast is for mixed race people everywhere and for anyone looking into a deeper insight on race and identity.

They say “the show is about straddling two worlds and multiple identities. Now more than ever, it feels like people of mixed heritage are seeking out their space to talk about their lived experiences. But despite searching, we could find very little to relate to. We decided to make something we would have appreciated hearing’.

A big congratulations to all of the Blogosphere Awards winners and nominees.

Barry Louth joins us as Client Growth Director

sky’s barry louth joins the team

By Esra Gurkan

Thursday, 23rd of September 2021

Creative influencer marketing agency, The Fifth, has named Barry Louth, former Director of Media Strategy, Innovation and Investment at Sky, as Client Growth Director. 

Louth brings with him over 20 years experience in media strategy and innovation and will be responsible for new business, identifying new revenue generating initiatives and projects. Louth will be tasked with deepening The Fifth’s relationships with its existing clients such as Disney, Kendo Group, Facebook and YouTube, as well as increasing the agency’s presence within both the marketing and influencer marketing communities. 

Under the leadership of Group Managing Director and Founder Oliver Lewis, The Fifth has steadily grown its headcount and client portfolio with recent wins including YouTube, Instagram, Disney, Square and COTY. 

Louth arrives at The Fifth after 10 years at Sky, where he had the oversight of media strategy and the deployment of media investment across multiple entertainment and telecoms products and services for the UK’s largest advertiser. Previous to that he was a Media Strategist at BT, responsible for the creation and delivery of an integrated media strategy for BT’s media spend. 

Louth has also been a member of the leadership group at ISBA, the body that represents UK advertisers. 

Barry Louth, Client Growth Director, says: “It is thrilling to be joining The Fifth at such an exciting stage of its evolution. I’m fortunate to be working with a creative and innovative team who are pushing boundaries and producing fantastic content for brands.  I’m delighted to have the opportunity to be a part of their story.”

Oliver Lewis, Group MD and Founder of The Fifth, added: “I am thrilled we have been able to add someone of Barry’s calibre and gravitas to our business at such an exciting juncture in our growth. Barry brings a wealth of strategic client and agency experience and will help the agency to rapidly scale investment into our service offering in line with our client’s expectations. He shares our values and passion for the industry and I can’t wait for our next chapter with him onboard.”

The Fifth shortlisted for the Blogosphere Awards 2021!

The Blogosphere Awards are back

By Esra Gurkan

Monday, 5th of July 2021

The Blogosphere Awards are back, and we’re so excited to be shortlisted. 

The Blogosphere Awards 2021 celebrate the best influencers and best influencer brand campaigns over the past 12 months. 

There are twenty-eight categories in the awards this year, and we’re delighted to have been recognised alongside some amazing agencies and creators. 

The Fifth’s talent agency The Fifth Talent is nominated for Talent management company of the year and The Fifth Talent’s incredible creators Nicole Ocran and Emma Slade Edmondson are up for the Podcast of the year award for their amazing podcast Mixed Up. 

The Mixed Up podcast is for mixed race people everywhere and for anyone looking for a deeper insight into race and identity. It is hosted by sustainability consultant and creative director Emma Slade Edmondson, and Nicole Ocran, writer and co-founder of The Creator Union.

The show is about straddling two worlds and multiple identities. Now more than ever, it feels like people of mixed heritage are seeking out their space to talk about their lived experiences. But despite searching, Nicole and Emma could find very little to relate to, so they decided to make something they would have appreciated hearing.

Speaking about the nominations, Group MD and Founder of The Fifth Oliver Lewis says: “I’m immensely proud to be shortlisted at the Blogosphere awards 2021 for Talent Management company of the year. What a year it has been. Huge credit, congratulations and thanks to The Fifth Talent Director Katie Wallwork, and Talent Managers Olivia Francis, Summer Swerner and Keys Pownall for continuing to lead in this industry with their professionalism, integrity, incredible hard work and always putting their talent first.

“Also congratulations to two of our Fifth Talent fam Nicole Ocran and Emma Slade Edmondson for their Mixed up podcast. An absolute triumph that has rightly been recognised”. 

To cast your votes, click here

Voting is open until August 15th and winners will be announced in September.

small but mighty

The Fifth wins Leading Influencer Marketing Agency of the Year at the Business Elite Awards 2021

January 2021

Here at The Fifth, we were delighted to be named Leading Influencer Marketing Agency of the Year at the SME News’ Business Elite Awards of 2021.

The awards, which were handpicked by SME News Magazine, celebrate enterprises who consistently provide the best services and products for their clients, allowing them to stand out within their representative fields. 

They award those that are succeeding in their endeavours, innovating, growing and improving.

As a part of our award, the following article and interview with The Fifth Group’s MD and Founder Oliver Lewis which was featured in the 2021 Q1 edition of SME News Magazine:

Founded in 2018, The Fifth is an influencer marketing agency on a mission to do things differently, putting storytellers at the heart of its brand client’s advertising. Following its well-deserved success in the Business Elite Awards 2021, we caught up with Oliver Lewis to find out more.

Based in London, The Fifth invest the time to truly understand its client’s challenges and objectives to build long-term strategic partnerships for the brands it works with. Through a personal and tailored service, the firm help brands navigate the complexity of influencer marketing. To begin, Oliver provides a brief overview of the firm and offers more insight into its clientele.

“Here at The Fifth our team of social media strategists, talent experts and creatives lead with storytelling to put influential talent at the heart of advertising for some of the world’s most recognised global brands. Since launching, we’ve had the pleasure of working alongside the likes of Disney, TAG Heuer, Boots, Kendo Brands, Sky Sports, Square and bareMinerals, delivering outstanding results along the way. Last year, under The Fifth Group, we launched The Fifth Talent, a talent management business now commercially representing a roster of the country’s most exciting creators, artists, journalists and mainstream talent who all stand for a purpose and positive action.”

Competing in the marketing world can often be a very challenging experience, however as Oliver goes on to explain, the firm’s client approach and ability to maintain high standards has allowed the firm to stand out from the closest competition.

“Currently, influencer marketing is pivoting away from media into a creative space and we consider ourselves as much the storytellers and creatives as the talent we work with. Together, we want to create award winning work that can transcend social platforms and in turn elevate influencer marketing into a respected and creative omnichannel solution. To succeed and stand out from others in the industry we are professional and transparent at all times, while meeting the standards expected.”

Since its establishment, employees have played a crucial role in the success of the firm.

“The passion, expertise and shared values of our brilliant team have proved to be hugely significant factors in our journey” Oliver highlights “As a small business, it’s so important that everyone feels empowered to break down silos and work outside of their core roles to help achieve client or business goals. In this regard, we give all our staff the opportunity to express themselves in our environment.”

Despite the outbreak of COVID-19, the pandemic has only accelerated innovation for the firm, as Oliver elaborates further.

“COVID-19 has in fact accelerated our space, shining a light on positive influencers and as a result influencer marketing has taken a series of leaps in its evolution over the last year. It has expedited the channel towards purpose-driven marketing and propelled digital creators and talent into the mainstream consciousness as much as it has into the creative void left by exposed production crews. As consumers in this time of crisis, we’re turning more than ever to our communities and to those voices who add value to our lives. To those creating compelling content which entertains, supports, drives conversations, and nurtures communities, think Joe Wicks, Dr Alex, or Marcus Rashford. All of these have used their influence for good, and in turn brands have been turning to influencers through this crisis to help them to humanise their brands and give them an authentic voice.”

Bringing the interview to a close, Oliver discusses the firm’s approach to recruitment before outlining some of the exciting plans the team at The Firth have in store for 2021 and beyond.

“When it comes to recruitment, we are always striving to create the most culturally diverse team to help us to understand all cultures within our society. By doing so, our staff feel like they can be themselves at work and help our clients to connect with and speak to broader audiences. Moving forward, we will continue to grow the business in line with the market and increasing client demands. Furthermore, it is our hope that 2021 will be a year of expanding our operations into new markets!”

The Fifth and Storyful team up

on game-changing influencer performance measurement tool

March 2021

Creative influencer marketing agency, The Fifth, has joined forces with Storyful, the social media intelligence agency, to create a new influencer performance measurement tool. The collaboration will enable brands to analyse metrics such as fame and interaction, to get a more accurate assessment of a campaign’s impact.  

The influencer market has gone from strength to strength with brands set to spend up to $15 billion on influencer marketing by 2022. This rapid and continued growth requires a fresh take and deeper understanding of what is meant by “influence” online. Reach or impressions, though useful indicators of performance, have never told the whole story about the effectiveness of an influencer. 

In response, The Fifth and Storyful have collaborated to develop an influencer assessment product that analyses eight proprietary metrics:

  • Fame – an influencer’s global follower account
  • Interact – an influencer’s ability to generate interactions
  • Response – an influencer’s ability to elicit a response from their audience
  • Share – an influencer’s ability to drive their audience to share content
  • Persistence – an influencer’s ability to keep awareness high throughout the course of a campaign
  • Authority – how often an influencer is talked about by others (without prompting conversations themselves)
  • Playmaking – how the influencer acts as a conduit for conversation
  • Popularity – how popular an influencer is among a specific community 

For brands, this analysis offers a new way to benchmark and understand the performance of an influencer. After an influencer is assessed for each metric, they are given a ranking versus the other influencers in a campaign. In turn, this allows clients to know who performed well in each metric, and to take this understanding into further campaigns. 

In 2020, premium wine-in-a-can company, HUN Wines, partnered with The Fifth for its new brand campaign targeting millennials on Instagram. Titled ‘The #HUNdred Society’, the campaign used 10 influential voices from different subcultures in the UK to drive awareness of HUN Wines to a diverse range of communities. 

To measure the effectiveness of each influencer, Storyful and The Fifth used the eight metrics to analyse the performance of each influencer, ranking them from 1-8 to show the impact each one had on the campaign.

The campaign reached 1.2 million consumers and had 121,000 engagements, delivering on all KPIs and driving positive sentiment for HUN Wines. 

Mark Woollard, Co-founder and CEO of HUN Wines comments: “We were delighted to be offered the opportunity to be the first brand to use The Fifth and Storyful’s new measurement tool. The comprehensive metrics will allow us to evaluate how well aligned the selected influencers are to our strategic aims to then enhance future campaigns.” 

Oliver Lewis, Group MD and Founder of The Fifth, added “As the market grows exponentially, this tool will be invaluable in enabling brands to navigate the space and connect with the right influencers. When combined with our premium influencer discovery and management service, it gives clients an in-depth examination of how each carefully selected influencer performed in a campaign, far beyond impressions or reach.”

Dara Healy, Executive Director of Intelligence at Storyful concluded: “We have long considered the role of influence in the new information environment. Out of this work came Storyful’s Cosmos tool, which maps digital communities and the interconnections within those communities to analyse influence and information flows between individuals. Our collaboration with The Fifth has been built around Cosmos and the result is an accurate assessment for each influencer.”