Mail Metro Media has appointed a head of creators within its new media division, with a brief to build and lead an in-house talent agency to expand commercial partnership opportunities for brands.
David White joins from creator marketing agency Whalar, where he held senior creator roles, including head of stars New York and senior talent manager.
With over a decade working in the creator economy, with senior roles at agencies including Pulse Advertising, White specialises in talent management, influencer brand partnerships and building creator-led commercial strategies.
The appointment comes as Mail Metro Media continues to scale its commercial new media operations across social channels, YouTube and podcasting. The publisher combines platform-native production with journalistism across portfolio brands including the Daily Mail, Eliza, and You Magazine.
White will report into the new media leadership team, bringing a dedicated commercial focus to how the publisher collaborates with talent and brand partners.
Mail Metro Media managing director of creator and new media Hannah Blake commented: “Our strategy is built on the understanding that creators and established news brands belong in the same ecosystem.
“We have built a strong team of creators who understand how to create engaging content, capture attention and build trust with audiences at scale. David’s deep experience in the creator economy makes him the ideal person to build out our talent infrastructure, connecting our creators and external talent with high-impact brand partnerships.”
White added: “Mail Metro Media has something very few businesses in the creator economy can bring together in one place: global infrastructure, trusted editorial reach, commercial relationships, in-house original content production capabilities and creator talent.
“The opportunity is to use that combination to develop new creator-led propositions that are valuable in their own right, while also opening up new ways for brand partners to be at the forefront of the creator economy.”
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