Pru Corrigan is about to depart the PR & occasions house, to focus on the way forward for influencer advertising and the booming creator economic system.Pru Corrigan, CEO and founding father of Sydney & Melbourne primarily based PR Agency One Daydream, has determined after 22 years in the PR & occasions house to shut the division. Since beginning One Daydream PR in 2015 she has labored throughout many world manufacturers together with Mercedes Benz, Sephora, The Body Shop, Ole Henriksen, Kat Von D, Vegemite & Sand & Sky, to call a number of.
In 2018 Pru launched the expertise arm and named it the Dream Team, managing a small workforce of people that have been consultants of their subject and exhibiting their content material creation abilities by way of their social channels. They have been all at completely different ranges together with macro, micro and nano, and a few had launched Hollywood careers solely to make it again to Australia to grow to be a content material creator.
Pru says: “I knew there have been development alternatives in the house, however the time wasn’t proper and Instagram was our solely platform. Sometimes you might be too early in enterprise, and I didn’t really feel the market was prepared for the influencer explosion.”
When Covid hit in 2020 Pru was fortunate to be working with some magnificence manufacturers who survived the lockdown, nevertheless her enterprise took successful with a lower of 55% of PR work in April 2020, and with occasions disappearing altogether.
“I keep in mind standing on my balcony whereas locked up in Melbourne, and the purchasers saved calling and inside two days I had misplaced half of my consumer portfolio. I saved workers, I felt I owed them that after which Job Keeper kicked in, however the aftermath of Covid was far worse, particularly in the ‘all the time on’ PR house.”
Pru says: “During Covid nevertheless the influencer house boomed, and I really employed workers throughout this time to assist me in the Dream Team. More and extra manufacturers have been wanting content material created from afar and we might assist them with that.”
“Deni Todorovic approached me throughout Covid and it gave us time to plan for what the subsequent 12 months would convey. Since we started working collectively, Deni has grown from 13,000 to 80,000 Instagram followers (and they’re actual), and their viewers is certainly one of the most engaged on the platform. They have gone from dancing of their yard to being the face of a few of the globes greatest manufacturers together with The Body Shop, Bonds & AMEX throughout Mardi Gras, and not too long ago launched their first e book Love This For You. Deni has hit mainstream media all by means of the energy of the social world.”
Pru says: “So by September this 12 months, I knew it was time to proceed constructing the Dream Team and we now have fifty content material creators on our books, additionally increasing to NSW and QLD primarily based expertise. We will not be your conventional reserving brokers, we provide much more to the expertise and we act as match makers for manufacturers in search of the excellent content material match.”
“The new group of TikTok content material creators who we present in Melbourne is absolutely thrilling. Generation Z has grown up with social media they usually aren’t scared to make use of it. They are actual and uncooked and need to succeed, they usually assist one another on the incline. Tik Tok is snackable and fast content material, it’s not excellent and it appears an increasing number of manufacturers right this moment can’t get sufficient of it. The youthful technology simply inform it how it’s, and types need in on that group.”
It is estimated {that a} whopping $27billion might be positioned into the world creator economic system in 2023, with 3 million extra folks in Australia changing into content material creators since 2020.
Pru says: “This is an actual job and an actual economic system now. I imply, I’m beginning a new enterprise primarily based round platforms that didn’t even exist 5 years in the past. The key on this house is to remain nimble and roll with the instances, as a result of the actuality is that we’ll by no means be capable of keep on high of the social wave”.
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