News UK, which publishes papers including The Times, The Sun and The Sunday Times, has officially launched its own influencer marketing agency to provide brand services against its verified audience.
Called The Fifth, the agency aims to provide a new approach in influencer marketing by categorising them into tone and format.
Led by founder Oliver Lewis, it provides influencer sourcing, strategies for storytelling, and creative production. Lewis said:
“Influencer marketing is one of the most exciting and fast-growing areas in brand communication. But the space is still in its infancy and, with any industry in rapid growth, challenges persist. Brands require more support identifying the right talent, building longer-term partnerships, authenticating their background, proving meaningful ROI and delivering authentic and diverse stories.”
Grouping of individual influencers follows nine categories, which include the artist, the host, the cosmopolitan, the enthusiast, the expert, the journalist, the collective, the humourist and the tastemaker – each of which offer unique influencer marketing flavours.
“The Fifth helps brands elevate influencer marketing into multichannel campaigns. We believe in a human-first approach to talent identification. We immerse ourselves in cultural trends and we build connections with the tribes defining them to help brands join the conversation at the right time and in the most genuine way,” Lewis added.
Fifth is partnering with influencer intelligence company CORQ to help with its talent selection strategy.