Seeing a business opportunity in a growing online marketing field, the Vancouver-based Wanderlust Management has officially launched to act as an agent for bloggers and other social media types paid by brands to promote their products.
Wanderlust founder Jessica Thomas Cooke
So far the company has three female bloggers on its roster – two in Vancouver and one in Toronto – and is working on deals with undisclosed companies in the home décor, fashion and travel industries.
Jessica Thomas Cooke, W/M’s founder and director of talent, said the company’s job is to manage the partnerships between the blogger and the brand.
“We want the blogger and influencer to do what they are good at – which is taking the photos, writing the content, engaging with the readers – and we’ll deal with all of the stuff in the background such as strategy, contracts, payment… That’s where we come in, as well as helping with a bigger campaign,” said Cooke.
She started working on the idea after returning to her hometown of Vancouver a few months ago after eight years in Australia working in public relations and television/film casting. Marketing agencies for online personalities are gaining popularity Down Under, so Cooke decided to set up a shop of her own in Canada.
She has since brought on her sister, social media expert Jaylee Thomas Nickel, as director of operations; and Hilary Chan-Kent, former chief brand officer at Blo Blow Dry Bar, as director of brands.
Similar to a traditional talent agent, W/M is paid a commission by its clients. Cooke wouldn’t disclose how much that commission is, saying it depends on the client and the contract.
Wanderlust’s current client roster includes Cara McLeay of A Fashion Love Affair, Monika Hibbs of The Doctor’s Closet and Jenny Jovanovic of Crazy Style Love.
Cooke wouldn’t disclose which brands her clients are working with, since some of their contracts are still under negotiation. In the past, she says these bloggers have worked with such brands as Home Depot and Lush cosmetics.
She says W/M’s goal is to help “pioneer new ways for brands to work with bloggers” and other social media influencers.
They also want to see social media influencers receive more value their work. “Often they don’t know what they’re worth .. or how to pitch themselves. We want to reach out and be the main point of communication for them.”
