DENTSU CREATIVE UK’s talent management and influencer marketing practice, Gleam Futures, has hired Sky’s group director of influencers, Melanie Kentish.
As managing partner, Kentish will now be responsible for taking the industry leader forward into the next phase of its evolution, growing its global reach and impact as part of DENTSU CREATIVE. She will report to DENTSU CREATIVE UK president, Rowan Manning.
Katie Ray, previously talent director, steps up to head of talent with a remit to build greater diversity and inclusivity across their roster. Together they will drive forward its mission to work with creators and brands to be a positive influence in society.
Kentish has over 15 years’ experience working in the creator industry. At Sky since 2018, she has led some of its biggest ever campaigns, including the launch of Sky Glass. She built the influencer division from scratch, into a global team working with over 200 ambassadors. Now a key part of Sky’s strategy, creators are integrated into every part of the broadcaster’s content, from shows to social, driving significant ROI.
Previously, she worked agency-side, establishing influencer at The Engine Group, working across the whole business with brands including Samsung, Sony and Next, before launching her own company, handling Kellogg’s globally, Nails Inc and Onepiece.
Founded in 2010 and acquired by dentsu in 2017, Gleam Futures are industry pioneers within the UK, signing the original YouTubers Zoella, Pixiwoo, Jim Chapman and Tanya Burr, establishing the UK’s creator economy. Leaders in both talent management and influencer marketing, they have developed the careers of some of the biggest digital-first and entertainment talent, including Mother Pukka, Mrs Hinch, Paula Sutton, Adele Roberts and body positivity campaigner, Loose Women’s Nadia Sawalha, launched hundreds of successful campaigns with major brands and published 39 Sunday Times bestsellers to date. Now, supercharged as a…
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