Miroma Group, the company behind Fold7, Hyperactive and Contented, is bolstering its talent and influencer marketing agency New Stance with the appointment of its first new business director as part of plans to expand beyond the sports and entertainment space.
Luke McQuillan takes up the role after five years heading new business at digital agency Cult LDN, where he played an integral role in winning key accounts MAC Cosmetics, Nike, Burberry and San Tropez, as well as Kurt Geiger, Topshop and Netflix.
The appointment signals the beginning of a new chapter for New Stance, which over the past four years has established itself in the sports and entertainment space.
Having delivered more than 40 campaigns for Spotify, New Stance claims to have elevated influencer marketing to become a core element of the platform’s global marketing mix, and a key marketing approach for Gen-Z.
In the sports lifestyle arena, the agency launched Gareth Bale’s fitness company, Rowbots, and recently co-produced the talent-led Sky documentary Micah Richards: Tackling Racism.
Shortlisted at the National Television Awards, it won Sports Documentary of The Year at the Broadcast Sport Awards 2021 and Representation on Screen at Television Business International’s Content Innovation Awards. New Stance now seeks to bring their Gen-Z consumer expertise to brands to a wider range of sectors outside sports and entertainment.
McQuillan (pictured, left) said: “Brands are looking for strategic influencer marketing partners whose starting point is understanding business objectives. As an agency that truly understands how to reach Gen-Z and millennials, New Stance has the potential to build emotional connections for brands across a wide range of sectors. I’m looking forward to bringing my skills to the sports and entertainment sectors while opening up opportunities to explore new verticals.”
New Stance founder and CEO Mark Keisner (pictured, right) added: “Luke brings a wealth of experience in sectors from beauty to wellness, fashion and luxury – plus an in-depth understanding of the challenges facing today’s clients.”
Former TMW new business chief Matt Lambert joined Miroma Group as its first group head of new business in the summer; he reports to group chief executive of agencies Marc Nohr, the co-founder of Kitcatt Nohr Alexander Shaw, and will be focused principally on its European operations.
Related stories
Nohr: Agencies must ditch hourly charges or risk demise
Marc Nohr to head up IPA commercial leadership group
Marc Nohr joins ad agency Fold7
