MILAN — Leading 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 Agency, established by Matteo Baldi.
Following the operation, Ykone’s Italian division and MB New Media Agency merged into a brand new company, named Ykone Baldi, that employs 30 folks in Milan and includes a vary of divisions, together with expertise administration, challenge administration, social media and knowledge and expertise.
“Matteo is the best in Milan and we are leaders in Paris,” stated Ykone founder and chief government officer Olivier Billon. “Through this merger, we can become leaders in Europe in the industry of influencer marketing and we also have ambitions to grow internationally.”
Billon additionally highlighted how the 2 companies are complementary. Ykone’s technique is especially centered on a data-driven method. The Paris-based company operates an in-house platform, known as Campaygn, that ensures its purchasers real-time monitoring and administration of social media campaigns, whereas MB New Media Agency has constructed a reputation within the luxurious and sweetness business because of a method based mostly on creating tight relationships with manufacturers.
In addition, by means 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 yr, will be capable of leverage MB New Media Agency’s experience in expertise administration, a sector the place the French company shouldn’t be energetic. MB New Media Agency operates the Bold Management division, headed by Enrico De Finis, which represents a variety of key influencers, together with Leonie Hanne, Tamara Kalinic, Veronica Ferraro and Andrea Faccio to quote a number of.
Ykone and MB New Media Agency collaborated previously on a variety of initiatives, together with the group of the Chiara Ferragni magnificence reside present occasion for Lancôme.
Courtesy of Lancome
“Together with Ykone, we will be able to expand the business of Bold Management in the world,” stated Baldi, including that the newly fashioned Ykone Baldi can be additionally energetic within the growth of productions and occasions.
Through Ykone’s worldwide presence throughout 11 cities, together with Abu Dhabi, Dubai, Hong Kong, Singapore, New York and Mumbai, Bold Management could have the prospect to increase its roster of skills and develop new partnerships with world manufacturers.
“I think that as a consequence of the pandemic, companies are investing bigger and bigger budgets in influencer marketing,” stated Billon. “Their ambitions are getting bigger and because of that they want bigger names and see immediate impact of their social media and digital influencers on sales.”
However, on the identical time, Baldi thinks that there’s rising house for microinfluencers, too. “I think that certain brands are also getting very interested in working with individuals that can deliver a very peculiar, authentic storytelling and that can support them in communicating an important message of inclusivity, diversity and sustainability,” stated the digital entrepreneur. “At Bold Management, we are very focused on scouting interesting profiles worldwide.”
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