The co-founder and key employees of Yulu Public Relations in Vancouver have left the firm to launch Brix Media Co., an integrated PR and online influencer marketing agency.
With 10 employees and an office in Vancouver’s Gastown, Brix Media aims to service tech, startup, business and lifestyle brands that benefit society.
“We’re focusing on companies that are doing something to benefit society,” says Jennifer Maloney Adab, founder and CEO of Brix Media Co., “whether it’s just making a product or market more affordable or more efficient. They’re not just focused on profit or the bottom line.”
On the influencer marketing side, Maloney Adab (pictured above) says traditional ways of pitching influencers and bloggers no longer work because content and monetization models have changed. “We had to look at new approaches. Social media platforms require storytelling in a different way,” which means looking at things like photo essays, video, short effective scripts and hashtags, she says.
“I had this vision of breaking into the influencer marketing area and kind of expanding the PR experience,” says Maloney Adab, indicating her vision was different than that of Yulu’s, which she co-founded in 2011.
Nadia Gillies, Brix Media’s managing director and head of lifestyle PR and Ryan Tessier, director of business development and PR, both had senior positions at Yulu.
Brix Media’s major clients include Clearly.ca and Coastal.com, Clinton Giustra Enterprise Partnership and Broadband TV.
In addition, Caroline Carter has been hired as director of technology PR. She previously led in-house PR for financial technology firm Payfirma.
