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Hearst UK partners with Sixteenth to upskill editorial into influencers

Carly Rowena, Sixteenth influencer

Hearst UK has partnered with digital talent agency Sixteenth to better train and deploy influencers across its network, centering on its editorial staff.

The publisher of 26 brands, including Esquire, Elle, Harper’s Bazaar, Cosmopolitan and Good Housekeeping, has created the Hearst Influence Network. The group will serve as an in-house talent and influencer initiative, promising to grow and develop the talent in the stable.

It will help Hearst UK content reach further by training its editorial in the art of influence. There is also a commercial incentive. It adds to Hearst Solutions an influencing product that sits alongside Hearst Content Agency and Hearst Live.

Explaining the scheme, a Hearst spokesperson said: "Our editors and media brands are the original ‘influencers’ and represent to marketers the rare combination of reach, trust and influence. This is an obvious evolution of our differentiated marketing services proposition."

Sixteenth is partnering to help build and deliver the product. It is known for working with fitness influencer Carly Rowena (pictured), body positivity activist Lucy Mountain, and sustainability fashion influencer, Signe Hansen.

At the heart of the network is the Hearst Academy which will provide training and development to editorial that wants to develop across health and wellness to beauty, luxury, food and fashion. A team of six Hearst staff is currently running the project and hope that Hearst's talent will graduate into the Sixteenth's influential ranks.

James Wildman, chief executive of Hearst UK and president of Europe says: "By more effectively leveraging our extraordinary editorial talent, we can provide an antidote to the increasingly apparent and significant issues associated with influencer marketing generally... We are delighted to launch this new service which will complement our broader, differentiated marketing services proposition."

Danny Lowney, marketing director of Sixteenth says: ‘‘We’re delighted to be partnering with Hearst UK on this exciting venture. Our current talent roster is changing the way that influencers are perceived amongst the media industry, by creating excellent content and initiating meaningful conversations on their platforms. We have seen how this has built extraordinary value in the influencer space and are looking forward to continuing this with all of Hearst’s outstanding storytellers.”

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