Influencer Advertising Businesses Ykon and MB New Media Company Crew Up – WWD

MILAN — Main worldwide influencer advertising company Ykone, based in Paris in 2008, has acquired a 51 p.c majority stake in Milan-based digital communication company MB New Media Company, established by Matteo Baldi.

Following the operation, Ykone’s Italian division and MB New Media Company merged into a brand new company, named Ykone Baldi, that employs 30 folks in Milan and contains a vary of divisions, together with expertise administration, challenge administration, social media and knowledge and know-how.

“Matteo is one of the best in Milan and we’re leaders in Paris,” stated Ykone founder and chief govt officer Olivier Billon. “By this merger, we will develop into leaders in Europe within the business of influencer advertising and we even have ambitions to develop internationally.”

Billon additionally highlighted how the 2 businesses are complementary. Ykone’s technique is especially targeted on a data-driven strategy. The Paris-based company operates an in-house platform, known as Campaygn, that ensures its shoppers real-time monitoring and administration of social media campaigns, whereas MB New Media Company has constructed a reputation within the luxurious and wonder business due to a method primarily based on creating tight relationships with manufacturers.

As well as, by way of the acquisition, Ykone, which closed the primary quarter of 2021 with gross sales up 48 p.c in comparison with the identical interval final 12 months, will be capable of leverage MB New Media Company’s experience in expertise administration, a sector the place the French company is just not energetic. MB New Media Company operates the Daring Administration division, headed by Enrico De Finis, which represents a spread of key influencers, together with Leonie Hanne, Tamara Kalinic, Veronica Ferraro and Andrea Faccio to quote a number of.

Ykone and MB New Media Company collaborated previously on a spread of tasks, together with the group of the Chiara Ferragni magnificence stay present occasion for Lancôme. 
Courtesy of Lancome

“Along with Ykone, we can broaden the enterprise of Daring Administration on this planet,” stated Baldi, including that the newly shaped Ykone Baldi can be additionally energetic within the improvement of productions and occasions.

By Ykone’s worldwide presence throughout 11 cities, together with Abu Dhabi, Dubai, Hong Kong, Singapore, New York and Mumbai, Daring Administration can have the possibility to increase its roster of skills and develop new partnerships with international manufacturers.

“I believe that as a consequence of the pandemic, firms are investing larger and greater budgets in influencer advertising,” stated Billon. “Their ambitions are getting larger and due to that they need larger names and see rapid affect of their social media and digital influencers on gross sales.”

Nonetheless, on the similar time, Baldi thinks that there’s rising area for microinfluencers, too. “I believe that sure manufacturers are additionally getting very considering working with people that may ship a really peculiar, genuine storytelling and that may help them in speaking an essential message of inclusivity, range and sustainability,” stated the digital entrepreneur. “At Daring Administration, we’re very targeted on scouting fascinating profiles worldwide.”

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