test archive base

Category: Culture

PROMPTING PRODUCTS INTO EXISTENCE

Generative AI

Generative AI is still very much in the news. Whilst oversaturated glossy cartoon-like images of crocodiles with wings and Popes in puffer jackets are, unfortunately, flooding platforms such as Facebook, leaving unwitting Boomers in their wake, there are some truly impressive creations being prompted on Midjourney’s Discord server.

The pace of change is unrelenting, however. We started seeing Gen AI videos almost two years ago. And although early creations frequently involved seven-limbed dogs and face-melting versions of humans playing tennis with five bendy legs, the technology was and is incredibly impressive. If not for its immediate use then for its potential.

Those Gen AI models have improved considerably since. Recently content made with the new Runway Act One model has surfaced, turning live-action recordings into full-blown animations, with synced audio.

Highly impressive and immersive as this is, it remains in two dimensions. Visible through a screen. Perhaps the technology could become an interactive screen in a store window, where passers by morph into characters from a film studio/Netflix/Amazon Prime/Disney release, or a shareable video that can be projected onto a wall. But as much fun as it will be to play with this technology, it can only have minimal crossover with how people experience the physical world.

What if AI could be used to generate physical objects? 

Arcade Studio is a startup asking this question. Launching in September 2024, the company is as an intermediary between ‘dreamers’ and ‘makers’. With its “turn your thoughts into things” tagline, the idea is to simply prompt a text box with a product idea such as ‘a necklace in the shape of a ginger and white cat’ and images of the imagined product appear. 

But rather than remaining in 2D, these images are available to turn into and buy as 3D products. Through Generative Product Creation (Gen PC) Users can simply click ‘edit and buy’, adjust the size, material, or generate alternative versions. Arcade has pre-qualified that items falling within certain constraints can be produced and shipped by a network of makers. Intriguingly, it’s possible for ‘dreamers’ to allow others to buy their creations and earn a commission on sales. It would be logical to also use Generative AI to create a product video to post on socials, and to target potential buyers. When AI Agents are introduced, it’s pretty much an end-to-end system.

It must be said that at this beta stage, the service is limited to a few products (necklaces, rings, charms bracelets), however, its potential is huge. The service, admirably, connects people with ‘skilled independent craftspeople’ and states “we believe AI can never replace artisan craftsmanship—but it can make your work even more magical”.

Imagine this with a wider array of makers. Perhaps you want to create a bespoke phone case in the shape of a pint of Guinness, perhaps you want to create a bottle opener in the shape of a pig, or some over-ear headphones that resemble dragon wings. The ability to use Generative AI to quickly produce personalised products could be a huge development, both for consumers and brands. And consumers are hungry for it. Fuelled by nostalgia and by the desire to develop their IRL identities, young people are customising their phones – which are about as non-descript as is possible, adapting accessories such as earphones, and going all in on branded merchandise.

Usually branded merchandise is bound by minimum orders. Open-sourcing a brand playbook for consumers to spin up their own product versions would get around this issue. Nike ID (later Nike By You) has enabled customers to customise shoes since 1999, and more recently Reebok incorporated Generative AI into Instagram DMs to enable users to customise shoes.

One interesting way this could develop is with entertainment brands. We’ve all seen the crazy, unhinged monster drawings kids come up with. But until now, those drawings end up attached with a magnet to a fridge door – at best. With the use of Gen AI parents could take a photo of their kids drawing, and use a tool like Arcade Studio to produce a plushy toy that looks exactly like their drawing. Surely that would be better than any other present the kid got on Christmas Day?

TikTok has recently begun connecting manufacturers with creators in order to help them make goods to sell. This will enable creators to leverage their creativity and audience, leading to bigger payouts, following the likes of Mr Beast and Emma Chamberlain, KSI and Logan Paul.

As Netflix explores in its brand new documentary “Buy Now! The Shopping Conspiracy”, unarguably the world doesn’t need to be producing more crap. Many products end up in landfill and the environmental impact is horrendous. Optimistically, it seems that if there is an uptick in the amount of stuff produced using this technology, then perhaps we’ll also be creating less stuff we don’t want, and more stuff we do.

INTRODUCING THE AI MIXOLOGIST

Boost Your Brand’s Engagement this Festive Season

In the age of Gen Z’s ‘hosting era,’ at-home gatherings are shaping social culture like never before. If your brand is looking to make a meaningful connection with this new wave of social hosts, we have the perfect solution—meet the AI Mixologist.

What is the AI Mixologist?

Our innovative AI chatbot, tailored for Instagram DMs, allows your brand to engage with followers in a fun, interactive, and totally on-trend way. Using AI, the Mixologist creates custom cocktails based on ingredients your audience already has at home, paired with a curated Spotify playlist for the ultimate festive vibe.

How It Works:

Hashtag Activation: Your followers simply send #HostingEra (or your own custom hashtag) to your Instagram DMs.
Ingredient Input: They can upload a photo or type a list of ingredients they have on hand.
Instant Recipe: The AI Mixologist responds instantly with a unique cocktail recipe crafted just for them, making them the star of their own party.

Why It Matters:

Not only does this drive meaningful engagement, but Instagram’s algorithm rewards DM interactions, helping boost the visibility of your future posts. Your brand could become a memorable part of their holiday hosting experience.

Success in Action

Brands like Oatly have already harnessed the power of similar AI solutions to enhance customer interaction. Now, it’s your turn to leverage this exciting tool and solve customer pain points in a creative, shareable way.

Let’s work together to bring your brand into the ‘hosting era.’ Get in touch with us today to create a festive and unforgettable experience for your audience.

Get in Touch to Learn More!

JORDAN CARROLL CELEBRATES 2 YEARS AT THE FIFTH

 

September 2024

Our Innovation Director, Jordan Carroll, has officially reached his two-year milestone at THE FIFTH! To celebrate this special occasion, we sat down with him to reflect on the past two years and gain some insights into his journey.

Congratulations, Jordan, and thank you for all the incredible work you’ve done over the years!

What is your best memory being at THE FIFTH since joining?

I’ve loved the pitch wins in which AI or measurement have played a part. My innovation work at THE FIFTH is much more client-focused than previous roles, and it’s been really gratifying to be involved in the big agency wins and get that buzz again.

What is the best campaign you’ve worked on since joining?

Our social work for Tommee Tippee has been really fun to be involved in. We’ve used Vision AI to help get creative insights about our content at scale, and used a social-search strategy to unlock incremental views. I play a small part, but it’s great to augment our amazing creative, strat and client service teams with innovation that genuinely contributes to improving the work.

What lasting memory from your first day do you have?

I am terrified of heights and The Fifth at the time was on the 10th floor (now the 14th!), so my excitement to be working with a group of such lovely people was being slightly foiled by my existential dread everytime I caught a glimpse of the view.

What is one thing you wish you had known earlier in your career?

Soft skills are just as important as hard skills. The need to have good soft skills is the only thing that will remain a constant whilst your industry changes every 3 seconds!

What was your first ever job?

Cue the cliche klaxon, it was McDonald’s! I used to do a 7am-5pm shift 4 times a week whilst in uni so that helped transition me from a bit of a hapless lazy teenager into a hapless teenager with a bit of work ethic. I still hear the beeps from the kitchen to this day…

CANDICE GREEN CELEBRATES 5 YEARS AT THE FIFTH

 

August 2024

Our Creative Director, Candice Green, has officially reached her five-year milestone at THE FIFTH! To celebrate this special occasion, we sat down with her to reflect on the past five years and gain some insights into her journey.

Congratulations, Candy, and thank you for all the incredible work you’ve done over the years!

What is your best memory being at THE FIFTH since joining?

One month in – Flying to LA for 48 hours for a huge client pitch with our CEO and coming home with the win.

What is the best campaign you’ve worked on since joining?

Curaleaf – Painful Conversations, this campaign has seen us explore the gender pain gap on behalf of the brand allowing us to create work that truly empowers women to stand up for their own health and wellbeing. The topic is something I’m incredibly passionate about and the documentary we are currently working on as part of this campaign is genuinely a pleasure to work on.

What lasting memory from your first day do you have?

Being hugged by every member of the team, super start up vibes… maybe a bit creepy. But I loved it. 

What is one thing you wish you had known earlier in your career? 

Ask for forgiveness not for permission. That’s how the good stuff really gets done. 

What was your first ever job?

I worked in a clothing boutique running the shop on Saturdays. I took more in a day, then they did most of the week.

OPENING DOORS: THE FIFTH AND BBBSLA PARTNER TO DIVERIFY ENTERTAINMENT INDUSTRY

By Spencer Hulse 

Wednesday, 31st July 2024

In an initiative aimed at diversifying the entertainment and advertising industries, global social and influencer marketing agency THE FIFTH joined forces with Big Brothers Big Sisters of Greater Los Angeles (BBBSLA) to introduce high school students to behind-the-scenes careers in these dynamic fields. The inaugural program, which launched last month on the Fox Studio lot, represents a significant step towards addressing the long-standing issue of underrepresentation in creative spaces.

The entertainment industry has long grappled with a lack of diversity, both in front of and behind the camera. This disparity extends to the advertising and marketing sectors, where diverse voices and perspectives are equally crucial in shaping the narratives that influence our culture. Recognizing this gap, THE FIFTH and BBBSLA crafted an immersive experience designed to spark interest and open doors for the next generation of diverse storytellers and marketing professionals.

“We are thrilled to partner with BBBSLA on this impactful program to open doors for the next generation of diverse storytellers and impactful marketing professionals,” says Charles Ifegwu, Managing Director of THE FIFTH, US. “This collaboration aligns perfectly with our mission at THE FIFTH to increase representation within creator and creative circles, and we firmly believe that starts with access and visibility as a youth.”

The program’s structure is carefully designed to provide a comprehensive view of the industry. Participants in the inaugural event, entitled Tours Open Doors, explored the Fox Studio lot, visited active production sets, and connected with influential professionals who call Fox Studios home. This hands-on approach aimed to demystify the industry and make career paths in entertainment and marketing more tangible for students who may not have previously considered these options.

While the entertainment industry has made strides in recent years to increase on-screen representation, the behind-the-scenes workforce often lags in diversity. This discrepancy can lead to a narrow range of perspectives influencing the content that shapes our cultural narratives. By introducing young people to the myriad of roles available in production, marketing, and advertising, THE FIFTH and BBBSLA are taking a grassroots approach to changing the face of media production.

The importance of this initiative extends beyond individual career opportunities. As media continues to play an increasingly significant role in shaping public opinion and cultural norms, the voices behind content creation become ever more critical. By diversifying these voices, we can expect to see a broader range of stories, perspectives, and experiences reflected in our media landscape.

This partnership between THE FIFTH and BBBSLA is not just about career exposure; it’s about mentorship and creating lasting connections. The program aims to pair students with industry professionals who can provide guidance, share experiences, and potentially open doors for future opportunities. This mentorship component is crucial in helping young people navigate an industry that often relies heavily on networking and personal connections.

The impact of such initiatives can be far-reaching. By exposing students to careers they might not have otherwise considered, THE FIFTH and BBBSLA are planting seeds that could grow into a more diverse and representative industry in the years to come. This approach addresses the pipeline problem often cited as a barrier to diversity in creative fields – by inspiring interest early, the program aims to cultivate a new generation of diverse talent ready to enter the industry.

Moreover, this partnership sets an example for other companies in the entertainment and marketing sectors. It demonstrates a proactive approach to addressing diversity issues, moving beyond mere acknowledgment to taking concrete action. As other organizations observe the potential long-term benefits of such programs, we may see similar initiatives sprout across the industry.

The choice of the Fox Studio lot as the venue for this program is significant. As one of the most recognizable names in entertainment, Fox’s involvement lends credibility to the initiative and provides students with a glimpse into the heart of the industry. This setting not only inspires but also reinforces the message that these career paths are attainable for students from all backgrounds.

As we look to the future, programs like this partnership between THE FIFTH and BBBSLA represent hope for a more inclusive and representative media landscape. By opening doors and providing mentorship, they are laying the groundwork for a transformation in the industry. The true measure of success will be seen in the years to come, as these students potentially enter the workforce and bring their unique perspectives to bear on the content that shapes our culture.

In an industry where change often comes slowly, grassroots efforts like this are vital. They remind us that diversifying the entertainment and advertising industries is not just about meeting quotas or ticking boxes – it’s about enriching our collective narrative, broadening our cultural understanding, and creating media that truly reflects the diverse world we live in.

The success of this partnership could pave the way for similar initiatives across the country, potentially reshaping the future of entertainment and advertising from the ground up. In the words of THE FIFTH’s Charles Ifegwu, this is just the beginning of a journey to “increase representation within creator and creative circles.” It’s a journey that promises to change not just individual lives, but the very fabric of our culture.

First published on Grit Daily News 

The fifth celebrates international women’s day

wE CHAMPION THE WOMEN IN THE WORKPLACE WHO INSPIRE US 

By Bella Hales

Wednesday, 8th of March 2023

Today is International Women’s Day: a day to celebrate, recognise and champion women around the world. This year, the theme is #EmbraceEquity because despite significant progress in recent years, women continue to face discrimination and inequality in various areas of life, including education, employment and politics. This year’s theme serves as a call to action for organisations and individuals to work towards creating a more equitable and inclusive society for women.

“Equity isn’t just a nice-to-have, it’s a must-have. A focus on gender equity needs to be part of every society’s DNA. And it’s critical to understand the difference between equity and equality.” – International Women’s Day

As we celebrate International Women’s Day, it’s important for us to recognise the incredible women who work at THE FIFTH and in the wider industry. Here, we have asked some of our male colleagues to share the women who inspire them. 

Jess Markwood and Oliver Lewis

Olly Lewis, CEO

“Jess Markwood (COO at THE FIFTH) truly makes the world a better place. Her drive and passion for people and for a fairer, greener, more inclusive workplace and society is a constant source of inspiration to me. Where Jess leads I will follow”.

Barry Louth, Client Growth Director 

“I had the pleasure of working in Sophia Ahmad‘s (CMO Xfinity Comcast) Media and Marketing Planning team during my time at Sky. Sophia was an inspiration as she had a massive job but always prioritised being present for her son. She managed to balance a demanding role with her family life and did so without breaking sweat. Sophia had a wealth of insight and always provided sound advice. I am grateful to have been in her team”.

Lucas Mompo, Senior Paid Social Specialist

“I admire Juliette Hill (Senior Account Director at THE FIFTH) as she is the kind of woman that is always willing to assist others in making everything work. She makes decisions with sensitivity and intelligence with a positive attitude without boasting of her abilities. Juliette is like the vital mechanism of a clock, moving all the other pieces to keep them functioning. I am impressed by the way she successfully balances her life as a new mum and a demanding work schedule”.

Joel Newman, Senior Creative
“I can always count on Candy Green (Creative Director at THE FIFTH) to push my work to the extremes. Good is never enough – it has to be perfect. It’s amazing watching her energy and passion for the industry, her knowledge is second to none. Working closely with her has taught me invaluable lessons and information which I now use in my day to day. I wouldn’t be the Creative I am today without her”.

Juliette Hill

Robert Stevenson, Head of Business Strategy 

“Cathy Hackl (Founder & Chief Metaverse Officer at Journey), known as the ‘Godmother of the Metaverse’, has become one of the most respected and influential voices in the field of futurism and metaverse strategy.

“She speaks about the role of technology in society with a healthy dose of pragmatism and makes complex concepts tangible by making them more human, such as talking about her kids buying digital clothing within Roblox.

“As a woman in a male dominated field, Cathy is inspiring the next generation of female leaders and innovators, which is something society, whether IRL or digital, needs more of!”.

Sam Coleman, Managing Director

“My first agency job was as an entry level TV Buyer at a media agency called PHD way back in 2004. PHD was known as the most progressive agency in London in those days and was unique in that the two most senior people at the agency (the CEO and Chairperson) were both women.

“Tess Alps was the Chairperson and I will never forget the energy, time and interest she showed in me, one of many graduates in a large media agency. She met all of us individually, got to know us as people and ultimately made us feel part of the fabric of PHD from our very first day. As a grad, I never worked closely with Tess, but that didn’t matter, the way she led the agency with empathy, heart and humour still impacts the way I see my role at THE FIFTH to this day”.

Rom Reddock, Account Manager

“Kathy Dover – my first line manager and what a legend. Always there to help, lend a hand, support and push me to higher standards. Started with a coffee and ended with a hire. Really inspired me to go for it all as she put the trust in my hands from day one, allowing me to make my own mistakes – but also guided the process. In turn, she started the process of sculpting the account handler I am today”. 

Courtnee Haley and Alice Thompson

Sam Hills, Midweight Creative 

“It’s gotta be Alice Thompson (Creative Strategy Lead) and Courtnee Haley (Midweight creative strategy at THE FIFTH). They are the Queens of strat and have just the most unbelievable brains… The insights they deliver blow my mind daily. They hold the agency to such a high standard and that inspires me to create the best work possible just so I can do their insight justice. A couple of real Strater-G’s”.

Joe Regan, Campaign Director 

“It’s an absolute pleasure to work with Jess Myers (Business Director at THE FIFTH). A true professional who doesn’t take things too seriously, always makes work fun, and always offers the best advice on both a work and a personal level. A truly great woman”.

Jordan Carroll, Innovation Director 

“Katie Wallwork (Director of THE FIFTH TALENT) stands for the right things when it comes to people and the planet, and is unwavering in her ambition to make sure our work is always a force for good. It’s super inspirational to see a business leader who is extremely successful whilst always doing the right things and upholding these values.

“This attitude resonates with the whole of THE FIFTH TALENT and every team member that joins is brought into her vision. If every business leader thought like Katie then the world would be a much better place!!!”.

Jonnie Owen, Commercial Partnerships Manager – Music

“I am very privileged to work with Jess Markwood (COO at THE FIFTH). Her energy is infectious and she will always make time for everyone. Jess is a great leader and provides us with the support and confidence that enables us to work at our very best.

“It’s never a dull moment and always a giggle”.

Which women in your life inspire you? Tell them today, and remember: women shouldn’t just be celebrated today, but everyday. 

The Power in Owning Your Name

To mark Black History Month, we explore why names should be pronounced correctly

By Nana Akosua Frimpong

Friday, 27th of October 2022

To mark Black History Month, we wanted to talk about names and why we should all make an effort to pronounce them correctly in the workplace. We hear from THE FIFTH’s Apprentice Nana Akosua Frimpong who explores why her name holds meaning to her as a Black woman – and how creators are now using their platform to speak out on an issue that has been overlooked for years. 

Imagine there’s a new starter at work. They introduce themselves as you shake their hand and realise you didn’t hear their name clearly enough. You ask them to repeat it, not once but twice, and then say it back to them again incorrectly. The new employee might shrug it off and accept a somewhat close enough variation of their name to avoid awkwardness – but they shouldn’t. 

Your name is your identity. It is what your family, friends, colleagues and even strangers use to call upon you. Our names have meaning, whether it is cultural, religious or personal, and are a part of who we are as an individual.

Repetitive mispronunciations can lead to people not feeling important or worthy then, and it can induce annoyance because the same people can easily pronounce Euro-centric names such as Niamh and Llewyn. 

This has driven some ethnic minorities to anglicise their name for the sake of being accepted. Failing to call someone by the name given to them is the eradication of the culture and heritage that has been bestowed upon them, and not only undermines inclusivity but can affect the person’s emotional well-being.

When you refuse to take the momentary effort to pronounce someone’s name correctly, it suggests your own discomfort with their identity and essentially shows that they aren’t important enough to expel the energy – making it a form of microaggression. 

Many influencers have come forward in support of owning their names. Yewande Biala from Love Island wrote for The Independent and has even written a book, Reclaiming, as an ode to reclaiming oneself a piece at a time. 

After experiencing teachers mispronouncing her name at school, Yewande wrote that she vowed to give her future children European or normative names. When she told this to her mother, her response was: “There is power in your name, and power in the tongue who speaks it. Raise your head, smile, and boldly tell them that your name is Yewande, daughter of Biala.”.

As a Black Woman with a strong African name, I have faced multiple forms of racism and microaggressions. My younger self barely understood the relevance of shortening my name. It wasn’t until my twenties that I learnt the true reason behind the shortening of my name: I chose to make it easier for others to pronounce my name by forgoing the entirety of my first name. I chose to put others’ comfortability first before my own. 

I distinctly remember a point in my life when I would hate to introduce myself because others couldn’t take a moment to ask or learn to pronounce my name correctly, instead, they chose to ‘remix’ my name.

I remember being uncomfortable hearing my name be pronounced differently and worse the dismissive attitude of the person when I tried to correct them. I learnt quickly that it would be easier to introduce myself with an easily pronounceable version of my name than to ask people to learn my full first name.

As I entered my twenties, however, I realised that no one knows who I am. Most people call me Nana and a fair few outside my family know me as Akosua or Akos yet not many know me as Nana Akosua. 

Although I still go by Nana, I no longer choose to forgo the entirety of my first name when introducing myself. My name has meaning and it is an embodiment of who I am. Nana means Queen/King and Akosua means Sunday born translating to Queen of Sunday. 

To truly understand the damaging effect of mispronouncing someone’s name, you have to educate yourself as to why names matter. 

In some cultures, names are given that are deeply rooted in social and cultural beliefs. In Ghana, Abadinto (outdooring) is a traditional naming ceremony. This occurs eight days after the birth of the child when parents present their newborn ‘outside’ for the first time to give them a ‘day’ name. A day name is chosen depending on the day of the week and the gender of the child. 

In other cultures such as India, an infant naming ceremony is called Naam Karan. It is a tradition where parents, families and relatives make extensive efforts to determine a suitable name for the child, often relying on astrological beliefs.

Our names hold power and should be celebrated. We all should therefore be making a conscious effort to pronounce them correctly. Take a moment or several to ask someone how to pronounce their name. The effort in asking shows a willingness to learn, which is duly appreciated and acknowledged. 

Content creator and poet known by her pseudonym simplysayo introduces herself as “Adésayó not Sayo” on her podcast Nailing It, reminding everyone of who she is whilst owning her name. 

Having phonetic spelling in your bio or email helps to educate people and alleviate social hesitation. It also helps to normalise the practice for others and makes it easier for those who benefit from it to do the same. 

It is worth noting and remembering how different people prefer their names to be said, even if it requires more effort. Taking the time to pronounce a person’s name correctly conveys respect and inclusion and a willingness to treat everyone equally. 

We should make saying names a positive experience for everyone. We have the power to promote a more positive, diverse, inclusive and accepting culture and environment. 

Take power in owning your name, like I have of mine.

The Fifth takes part in the great british beach clean

where should we volunteer next?

By Esra Gurkan

Thursday, 23rd of September 2021

Every September thousands of people take to the beach all over the UK to take part in the Great British Beach Clean.

At The Fifth, we’re allocated four volunteering days per year to use as we wish and so we decided to  to join the Marine Conservation Society at Littlehampton beach for the #GreatBritishBeachClean.

The Great British Beach Clean is a week-long citizen science event, where hundreds of beach cleans take place up and down the UK. Litter data collected drives the conservation work and also feeds into the International Coastal Clean-up (ICC).

As well as cleaning up our coastline, Beachwatch volunteers note down all the items they find in a 100m stretch of beach. Every lolly stick, lost toy or piece of plastic gets recorded. This data is hugely important as it helps the Marine Conservation Society track litter back to its source, and enables them to campaign for change.

In total, we collected 20kg of rubbish from West Beach and collected vital data for the Marine Conservation Society that will help them inform the government on what waste is most common on our beaches, which in turn informs policy on waste.

The Marine Conservation Society has seen some great results over the years. Their data has been used to make a positive impact on our ocean – including the introduction of the plastic bag charge, banning microplastics in personal care products, better wet wipe labelling, and supporting a tax on single-use plastic items.

We had great fun working together to help the fight for a cleaner, better protected, healthier ocean; one we can all enjoy.

Check out the #GreatBritishBeachClean for ways in which you too can get involved.

Where shall we volunteer next?

Find out more about the Great British Beach Clean here.

Fifth Focus: Talent Manager Keys Pownall

Here she tells us how she’s fitted in at the fifth

By Esra Gurkan

Wednesday, 5th of May 2021

It can be hard starting a new job in ‘normal’ times, but it must be doubly difficult when you’re in the midst of a global pandemic and the office is replaced by working from home, and meetings are taken over video. 

Talent Manager Keys, however, fitted in seamlessly at The Fifth and despite having not met a lot of people in person, jumped straight in and quickly became an integral part of The Fifth Talent team. 

To mark her seven months at The Fifth, we spoke to Keys about what attracted her to the role, what has been her biggest learning and what she’d like to see done differently in the influencer marketing space.

Sum up what you do at The Fifth in the shortest sentence possible.

I am a Talent Manager and specifically look after talent within the Music, Culture & Entertainment, Lifestyle scene.

Could you give us a bit of context on that?

My roster represents a wide range of original unique talent from sportswomen, artists, musicians, activists, fashion content creators, hype beasts, storytellers, and more.

What attracted you to the role in the first place?

In my previous role, I was exposed to Talent Management and knew that it was something that I wanted to do. I am passionate about connecting brands and platforms with creatives, so the role was the perfect fit for me.

Since joining The Fifth, what has been your biggest learning?

Managing people’s expectations for sure. As a Talent Manager with a roster of 8 talent that is constantly changing and growing, I quickly learned that I needed to be as transparent as possible with my talent and to set boundaries where necessary. 

When do you think is the right time for a content creator to get management?

In a nutshell, there isn’t such a thing as ‘the right time’. Any content creator that feels as though they are growing at a consistent rate, and want to start to build a relationship with brands should definitely seek out management. 

Could you tell us about your roster of talent?

My roster is full of the biggest up and coming talent in the culture scene. I have the pleasure of looking after the following creatives, Vintage Doll Risa & Rosanna Elettra who are Hypebeast Streetwear Fashion Content Creators.  Changemaker Asma Elbadawi a Sportswoman, Social Activist & Poet. Queen of all things Beauty, Lifestyle & Wellness, Iza Syzsyko. Spoken Word Artist, DJ & Presenter Sophie Leseberg Smith, aka The Nasty Poet. And lastly, Skinfluencer, Photographer & Visual Artist Melony Lemon & Pro Makeup Artist and Content Creator Cherise Currie.

How have you adapted to working from home and is there anything you want to continue doing when we leave lockdown?

I love working from home, it honestly is the best thing for me. Being in my own environment allows me to pitch ideas to brands in a space where I feel I am my most productive and creative. One thing that I would like to continue to do is working from home where time allows a day or two a week to aid my productivity. 

As a Talent Manager, what would you like to see done differently in the influencer marketing space?

I would love to see more Black women and men working in the industry, as there is a huge lack of representation from the Black community especially in traditional talent management. 

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

It would be amazing to book all of my talent, to be on a global brand campaign for Nike. I take pride in knowing that my roster is extremely diverse and inclusive and it would be amazing for a brand like Nike who has always been a voice in the conversation around inclusivity to work with the talent that I represent.

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

One person that I love is Coco Mell, she is a Fashion Stylist, Content Creator, Sneaker Enthusiast and Host of the Sole Intent Podcast. She is a game-changer, paving way for young Black women and creatives in the fashion industry. Her content across her Instagram is home to her fashion content, styling work and more.

Fifth Focus: Creative Strategy Lead Alice Thompson

Get to know our creative strategy lead

By Esra Gurkan

April 2021

We always want to ensure any campaigns we execute at The Fifth are interesting, authentic and relevant. That’s why we need the help of our Creative Strategy Lead Alice Thompson who helps to make this possible – but how does she do it?

Here, Alice tells us how she’s spent her first six months at the agency and shares with us what she wants to see done differently in the influencer space…

What was it like starting a new job in the midst of a pandemic?

Easier than I anticipated! I think the main challenge is connecting with the new team in short bursts rather than sitting next to them all day like you usually would, so the trick has been regular team calls, often just to chat about non-work stuff.

Sum up what you do at The Fifth in the shortest sentence possible.

Make sure our campaigns are based on interesting, true and relevant insights.

Could you give us a bit of context on that?

I’d say it’s a mix of making sure we stay true to the brief, the brand and the audience and also giving the creative teams something to work with that gets them going. 

What attracted you to the role in the first place?

I love the balance between being creative and rational. I really like getting to understand how people feel and what they do (especially when things are changing so quickly), and taking that and making it into something fun or useful.

Since joining The Fifth, what has been your biggest learning?

That there is so much potential for creativity with influencer campaigns, beyond the typical ‘product placement’ type posts. Also, I think that we can tell so much about people from the influencers that they follow – there’s a reason that people engage with them and it’s because they know what their audience wants to see.

What have you been able to bring from a traditional creative agency to influencer marketing?

I think the thing is that both creative agencies and influencer agencies produce content – it’s just that it’s sometimes created in a slightly different way. I think applying the same methods and strategic thinking about what the audience needs and what the brand stands for is essential, and is what I’ve been able to carry over.

What would you like to see done differently in the influencer marketing space?

I’d like to see it get a lot more creative and edge further into the content space. And also I’m loving that influencers now are embracing a more honest and ‘real’ approach. I hope we see more of that and I hope it forces brands to do the same.

Has a particular influencer-led campaign that stood out to you recently?

I loved the Zoopla campaign last year where they got creators to build forts in their homes and write home listing-style captions for them. I thought it was really clever and fun as we were all stuck inside and our homes became such a huge focus.

What would be a dream campaign or brand to work on? 

I always think that the brands that you don’t expect to be fun to work on turn out to be so it’s hard to say! I’ve got an idea for a chocolate campaign though so I would love a chocolate brand.

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

I really like @young_emperors because they do fashion content a bit differently. It feels quite fun and like they don’t take it too seriously. Business Director Charlie Ross at the Fifth also introduced me to @mamasstillgotit this week and I love her! She’s so clever with her videos and so funny – every post is like a mini TV show.

Also my long-time go-tos for info (for very different reasons) are @twicethehealth for fitness advice and @cocktailchap for cocktail recipes.

What I know: The Fifth’s Creative Director Candy Green

Candy tells us all about the creative team

By Esra Gurkan

Wednesday, 24th of February 2021

We’re excited to announce that Candice Green is now Creative Director at The Fifth. 

To celebrate her well-deserved promotion, we thought you’d all like to get to know Candy a little better. In order to do this, we asked her some questions about what she does, what she’s learnt since joining us and what she would like to see done differently in the influencer marketing space. 

From leading the creative team to bringing to life a clients’ vision through innovative and engaging campaigns, here Candy tells us all about what it’s like to be a part of the creative team at the agency…

Sum up what you do at The Fifth in the shortest sentence possible.

My role is to lead the creative team to ensure we elevate the creative output of the agency and our clients.

Could you give us a bit of context on that?

We work on behalf of our clients to ensure their brand vision is brought to life through brilliant ideas, translating them into influencer stories that will connect with their audience. 

What attracted you to the role in the first place?

Influencing consumers has always been at the heart of any advertising brief I’ve received and The Fifth’s proposition to work with those offering true influence felt like the next evolution of advertising. By working with influential talent who have built real and engaged communities around them, I saw an opportunity to develop ideas for clients that would connect and resonate with their audience on a deeper level than ever before.

Since joining The Fifth, what has been your biggest learning?

My biggest learning is that to create content that truly has influence you must take a collaborative approach to working with talent. Whilst it is incredibly important to ensure that the brand’s vision is never compromised, the best results come from brave ideas that allow talent to put their stamp on the content. 

You were previously an Art Director. What have you been able to bring from an integrated communications agency to influencer marketing that you think is different?

My previous experience allows me to think about how influencer marketing fits in with the wider brand strategy, ensuring that there is an overarching idea that will connect with the brand story to give the influencer content a purpose. At The Fifth, we have developed an offering that allows us to either be incredibly reactive, fitting into the wider marketing plan, or to think strategically and create ideas that are big enough to define brands. 

Which has been your favourite campaign to work on at The Fifth?

Our #HUNdredSociety campaign for HUN Wines was definitely my favourite. It was a brilliant example of how our creative brand ideas can go above and beyond by working closely with the talent to create authentic and unique content that will resonate with the brand’s audience. 

How have you adapted to working from home and is there anything you want to continue doing when we leave lockdown?

Working from home has been great for providing breathing space when it comes to thinking about new ideas. As a team we’ve been great at keeping in touch and working together remotely but it has definitely given us a chance to get our heads down and crack some really interesting briefs. When we go back to office, I’d really like to encourage people to get away from their desks and find inspiration in new places. 

As Creative Director, what would you like to see done differently in the influencer marketing space?

This has already started to happen, but I’d really like to see more clients considering influencer marketing as part of their wider marketing strategy as opposed to using it as a way to amplify an existing campaign or product with a test budget. 

To create integrated campaigns that not only answer the brands objectives but truly connect with their audience, we need clients to be braver seeing the space as an opportunity to define their brand and have a real influence. 

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

I think there’s a real opportunity in the pet industry right now. As a result of the pandemic, there’s been a huge increase in dog ownership and lockdown has meant that more and more pet communities are forming online. Naturally there are leaders in this space, who offer pet brands the chance to talk to these communities. I would love to work on a campaign that focuses on the long term relationship (beyond the pandemic) that these owners need to build with their dogs and there’s definitely a chance for a brand to own this space.

As a result of the pandemic, there’s been a huge increase in dog ownership and lockdown has meant that more and more pet communities are forming online. I would love to work on a campaign that focuses on the long term relationship (beyond lockdown) that these owners need to build with their dogs and there’s definitely a chance for a brand to own this space.

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

I’m really enjoying the content that Oenone posts. I find her hilarious and particularly enjoyed her tongue in cheek take on tips for lockdown.

The Fifth’s 2020 round up

And what a year it’s been

By Esra Gurkan

Thursday, 22nd of December 2020

This year really has been like no other. 

In early March, we were told to leave the office and begin working remotely due to COVID-19. 

Questions were immediately raised: how long would this be going on  for? Would we be able to sustain our relatively new business with all staff working remotely? What would this mean for our current and future campaigns and clients? 

A two-week WFH stint turned into a month; that became 10 months and counting. We’ve had to adapt, be agile and have learnt not to plan too far in the future. We’re immensely grateful that we’ve been able to continue working throughout the crisis and have seen the industry really pull together and achieve some wonderful things.

Here, we wanted to share with you a roundup of some of The Fifth’s top (mostly virtual) 2020 moments:

The Fifth Talent Launch

In February, we launched the second arm to our business; a talent agency. Before the pandemic hit, we were able to celebrate the launch of The Fifth Talent with a party for our talent, clients and brands. Something that feels so alien and surreal now! 

The Fifth Talent values the voices that influence culture and we’re delighted to have built a roster of over 25 unique, highly talented individuals who don’t just create innovative and thought provoking content; they also stand for making real and active positive change.

The Fifth Talent from THE FIFTH on Vimeo.

The Fifth first birthday

We had planned to celebrate The Fifth’s first birthday together and had even ordered the cake, party hats and banners but alas, it was not to be. Instead, we toasted our one year milestone together in March, virtually, with yet another quiz!

Coping with the crisis

We’ve tried to keep spirits high and to continually check in with one another while at home this year – one thing is for sure, we certainly know each other (and one another’s children and pets) far better. It’s remarkable how needy cats can be!

Despite the fact that the majority of physical events didn’t take place, it was still important for us to continue the conversation about the true value and purpose for influencer marketing. In partnership with News Live, we hosted a series of specialist webinars for some of our clients. A couple of these can be viewed here: Reacting Tastefully focused on building sensitive strategies for using influencers in the current climate within the food and drink category. The New (In)Formal on how to engage young adults with financial services through influencer marketing.

We feel so privileged and lucky to be in an industry that is surviving when we are all too aware of what other industries up and down the country are facing right now. From the moment it was clear that we were facing a grave situation, we made the decision as a team to try to do our tiny little bit to help. Some of the team created leaflets that they posted through neighbours’ letter boxes, offering support to anyone who needed it. The WHO put out a call to us and fellow agencies to rally influencers and celebrities to share practical hygiene advice. So we put in calls to loads of our contacts, even managing to get the likes of Liam Gallgaher involved. We also joined a grass roots organisation of volunteers to create Frontline.Live; an open-data platform for frontline health care workers to communicate what PPE they need in real time.

Our first awards

We were over the moon to win the Best New Launch Campaign award at the Digiday Marketing & Advertising Awards Europe for our campaign with HUN Wines. And just when we thought things couldn’t get any better, later that evening, we won Silver at The Content Marketing Association Awards for Best use of Influencer Marketing for HUN Wines and Best Video Series for Lucozade Energy.

The #HUNDREDSOCIETY from THE FIFTH on Vimeo.

HUN Wines and Lucozade are two of those dream clients you love to work with. They put their trust in us and we’re truly humbled to have been recognised for our work. It goes without saying that we wouldn’t have found ourselves here if it wasn’t for the creative, collaborative and hard working team that makes up The Fifth.

The work

This year, we’ve had the privilege of working with talent and brands whom we truly admire and feel inspired by every day.

We would like to thank our clients for trusting us and allowing us to push the boundaries. And we’d like to thank each and every creator we collaborated with for bringing our visions to life in some of the most incredible ways. Whether it was a drag queen lip sync or a handmade Marvel Universe wall chart; running a money management webinar or scouring the country for Baby Yoda toys, this year’s work has been a blast and you guys have certainly brought it. 

Roll on next year

Nobody seems to be able to predict what 2021 will look like right now, but we hope that we will take some of the learnings with us and continue building a better, stronger and kinder community around us.  

On a personal note, three Fifth babies are going to be born in 2021! We can’t think of a more fitting and positive way to start the new year than that. 

We hope you all have a well deserved break and look forward to working with you next year.