YMU

A few highlights from a special couple of days at Advertising Week Europe! Huge thanks to all our talent and podcasters that took part in the YMU sessions - from Davina McCall to Dynamo, David Walliams, Matt Lucas, Paddy McGuinness - and everyone who came down to take part and support. We talked about everything from developing high impact partnerships with talent, to the journey of a chart-topping podcast! If you didn’t make it down, some of my favourite takeaways were: - Davina McCall talking about the pay-off of “truly understanding your audience, in order to serve them best” … and identifying the free value you can give them - Dynamo (Steven Frayne) showing how visualising a positive message has the ability to stop people in their tracks, shift their perspective, and resonate deeply … something all brands can tap into Thanks to all our brand partners & talent that came down to the YMU + Advertising Week rooftop drinks afterwards too.

24 hours to go! Join us tomorrow at Advertising Week Europe, for an exciting line up on the Headline Stage. We’ll be hosting a series of panels with some of our top talent - sharing their insights around building fanbases, successful brand collaborations & audience engagement. Here’s what’s in store: -Davina McCall – Crafting her personality brand, her approach to brand collaborations, and the journey of taking her new podcast ‘Begin Again’ to No.1 🎬 -Paddy McGuinness – From social-first entertainment to TV advertising, Paddy shares his experiences of partnering with brands creatively on high impact campaigns -Dynamo – magician Steven Frayne aka Dynamo reveals the magic behind some of his iconic brand campaigns (from Pepsi to London Fashion Week) + live illusions! 🪄 -David Walliams & Matt Lucas – The comedy legends share their journey, and reveal how they took their new hit podcast, Making a Scene, to the No.1 spot. 📍 Tuesday from 3PM | Headline Stage | 180 Studios Attending #AWE2025, or would like to join us for any of the sessions? Drop me a message or come by.. be great to see you there. Special thanks to our friends & partners at Advertising Week Ruth Mortimer Jamie Maw Matt Scheckner, and to Lucy Loveridge Mary Bekhait Nick Worsley Glenda Goveia Georgia Milligan YMU and all the team.

🚀 Exciting news! In partnership with Advertising Week, we’re delighted to announce our featured speakers for this year’s #AWEurope25. 🎤 David Walliams and Matt Lucas will be sharing the inspiration behind their hit podcast – discussing their reunion, creative process, and what’s next on the horizon. 🎤 Plus, don’t miss Steven Frayne, Davina McCall, and Paddy McGuinness as they take to the stage to share their industry insights, career-defining moments, and what’s coming up for them. 📅 1-3 April at 180 Studios – #SeeYouAt180

Stacey Solomon has made The Independent’s top 50 most influential British women! A proud moment for us, having worked with Stacey as a client for over 5 years - her approach is a great blueprint for talent and creators to follow. Over the past year alone, she has: •⁠ ⁠Launched ASDA’s most successful ever home range •⁠ ⁠Landed her own reality show on the BBC •⁠ ⁠Won a National Television Award for her show ‘Sort Your Life Out’ … to name a few For all the time we’ve worked together, Stacey has always stayed laser-focused on one thing: adding value to her audience. Whether it’s providing homemaking inspiration, product solutions, or relatable parenting experiences - she always puts her community first - and that approach has unlocked big opportunities: •⁠ ⁠She created a home cleaning format called ‘Tap to Tidy’ on her socials - it became a bestselling book, and broke records for Penguin Random House … becoming one of their fastest selling non fiction titles of all time 📚 •⁠ ⁠She has carefully selected brand partners that offer practical solutions to her audience - such as innovative haircare brand, REHAB. Since Stacey become a partner and co-owner, REHAB has grown 2,800% year on year, selling 2 bottles of hair oil a minute, and launching in Boots and Selfridges. 🤯 •⁠ ⁠She launched a newsletter for her fans - to offer them further product inspiration, tips and exclusive content. It now has over 350,000+ subscribers, and single brand inclusions generating £100k+ in sales Providing your audience with as much value as possible should always be the number one priority - whether that value is to entertain, to inspire, or to inform. As Gary Vee puts it, making content about them and not yourself.

Mr Beast has 375 million YouTube subscribers - but that isn’t his biggest moneymaker… Despite millions in ad revenue, due to his high cost content productions, his real profit comes from Feastables. 🍫 The chocolate brand did $250M in sales last year and $20M in profit, and is set to more than double its revenue this year - expanding globally across US, India, Australia, South Africa, Europe and the Philippines. This reflects a broader trend: creators are building product brands that outlast their content, and become primary revenue streams… Such as Grace Beverley’s TALA, Emma Chamberlain’s Chamberlain Coffee, and The Sidemen’s XIX. Seeing how the space is evolving, I believe the creator-led brands that will thrive long term, are the ones that have: - A unique value proposition that solves a genuine consumer need (Skims disrupting shapewear with inclusive sizing, Beats by Dre redefining premium audio with bass-heavy design) - Authenticity and strong values (Teremana thrives on The Rock’s ‘mana’ ethos, Rihanna’s Fenty Beauty champions inclusivity. 64% of consumers buy from brands aligned with their values, per Edelman’s 2024 Trust Barometer) - Widespread availability (Feastables scaled through Walmart and global retailers, Fenty Beauty’s Sephora partnership unlocked global distribution from the outset) - Adaptability to market trends (the Honest Company expanding from baby products to broader wellness - Deloitte research shows adaptable brands are 60%+ more likely to achieve their growth goals)

Stanley Tucci’s ‘Cards on the Table’ digital series with Allbirds, dropped last week. Here’s why I like it… It’s a great example of brands partnering creatively with talent and their production teams to create authentic, engaging content - that brings brand themes (like Allbirds ‘Live Curiously’ ethos) to life. Developed and exec produced by Tucci’s production company Salt Productions, the series gains reach & cultural cachet through Rolling Stone’s millions of followers - connecting Allbirds with its target audience. 👏 We’re seeing these types of collaborations growing across our talent and creators too. From TUI and Amazon/Ring partnering with Ant & Dec and their production company Mitre Studios, to Stella Artois and Deliveroo with TopJaw and their content team, to Samsung developing content with Fearne Cotton’s ‘Happy Place’ content team, etc. So much opportunity for talent & creators to partner with brands in this space! Especially those who are investing in telling stories on their own channels, in their own unique style.. to inspire brands to partner with them.

Mr Beast's latest promotional video for Feastables generated 290 million organic views! Here are some of the reasons it worked: It starts with a visually striking hook: someone running with a chocolate bar - sparking curiosity, and stopping users mid scroll. But the twist, that the chocolate bar keeps growing, creates intrigue and humour that keeps viewers watching to the end. The video also has no dialogue, meaning no language barrier - making it universally appealing for audiences all over the world. Achieving this level of reach through advertising would have cost over $4 million! 🤯 It’s proof of how a captivating, impossible-to-ignore creative idea can outperform paid ads - a strategy often overlooked, but incredibly effective.

Excited to partner with Advertising Week Europe again this year - hosting headline stage panels with our talent, podcasters & creators - including Davina McCall, Paddy McGuinness, Dynamo, and more A-list names to be announced soon! In our sessions we’ll be sharing insights on: The Power of Visual Storytelling – Dynamo reveals the magic and results behind some of his iconic brand campaigns… from levitating over London for Pepsi Max, to making models vanish at London Fashion Week for Hunter ♠️ High-Impact Talent & Brand Partnerships – Davina & Paddy share the learnings behind some of their most successful brand collaborations Creator Partnerships – some of our top creators share their advice and takeaways for building effective brand & creator partnerships Creating a Chart-Topping Podcast – Davina (‘Begin Again’), David Walliams & Matt Lucas (‘Making a Scene’) share their journey to the No.1 spot, and what helped get them there 🎧 If you’re planning to be there, or would like to join us for any of the sessions, let me know - they are happening all afternoon on 1st April. Special thanks to Mary Bekhait Lucy Loveridge Nick Worsley YMU and our partners at Advertising Week Ruth Mortimer Jamie Maw Katie Ingram The link to register is in the comments!👇🏼

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Joe Swash’s social-first strategy has led to his very own TV show! Over a year ago, the team identified ‘prep & batch’ family cooking as Joe’s niche. This aligned with his passion for adding value to his fanbase in that space. By consistently sharing engaging, high-quality ‘prep and batch’ food content, Joe quickly built a powerhouse social presence: - 1-2M+ organic views an episode - A dedicated broadcast channel with 42K+ super fans - Data-driven content optimisation for maximum impact (testing style, format, and length - and amplifying with extra clips, teasers and bonus episodes) The social series led to brand partnerships with Richmond Sausages, Dairylea, Hello Fresh, Kellanova, and more. Joe is a great example of how talent & creators can own their niche, grow strategically, and turn social success into big opportunities… ‘Batch from Scratch: Cooking for Less’ premiered last week on Channel 4 - running for the next 5 weeks, with Joe teaming up with Lidl to learn how to cook delicious, budget-friendly meals from scratch.