Group director of influencers at Sky to drive industry pioneers’ Positive Influence mission
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 seamlessly integrated part of DENTSU CREATIVE’s Entertainment & Earned offerings, the business is looking to push the industry forward once more.
Kentish said: “Gleam has always been the crème de la crème of influencer marketing and talent management. Now as part of DENTSU CREATIVE, we can do so much more, enhancing our offer as a premium partner for brands and talent; not just a safe pair of hands, but an innovator at the forefront of developments in the ways brands can engage with audiences and communities. I’m excited to help shape the future with DENTSU CREATIVE and lead the industry into a new era.”
In line with DENTSU CREATIVE’S vision of modern creativity to change society and invent the future and the network’s mission to be a force for good in the world, they will seek to address serious industry challenges and social issues.
“More and more creators are looking for agencies who stand for something,” said Kentish. “We have a responsibility in terms of the wellbeing of audiences online, as well as the reputation of the brands we work with, to ensure we’re representing talent that have a positive impact in the world. So that no matter who you are, whatever community you belong to, we have creators who represent you and are relevant. This allows brands to play an authentic part in communities where they may otherwise not belong.”
Partnering Kentish on delivering that vision is Katie Ray, who recently joined as Talent Director and now steps up to Head of Talent.
With more than 15 years’ experience in music and entertainment, Ray is an experienced digital marketer and artist manager. Overseeing digital marketing at Modest! Management, then Method Music & Records, she led the strategy for global artists including One Direction, Little Mix, Disclosure and Sam Smith. Moving into entertainment tech, at MelodyVR she brought artists such as Wiz Khalifa and Yungblud to life in 360, before managing the careers of the likes of Emily Clarkson at 84 World, getting the topical ‘Should I Delete That?’ to number one.
As head of talent, she is now responsible for signing the most relevant creators, fully diverse and inclusive, representing all audiences.
Ray said: “The business holds so much weight and respect. It really is the original, a one off. The opportunity to mould and shape its future, is special. Brands and communities want more from talent: powerful, authentic voices, with a quality fanbase. We are better positioned than anyone else to deliver this.”
Importantly, Ray will use her experience in building the careers of One Direction and Little Mix, to ensure that Gleam talent have long term, multiplatform careers, developing their own brands and IP. “With the rise of Tik Tok especially, creators can shoot up and fizzle out in a matter of months,” Ray added. “We want to ensure talent are guided and protected to build towards future goals, so they have full careers. The opportunities across DENTSU CREATIVE allow us to provide that support, in a way no other agency can.”
The new vision is already evident in the agency’s three latest signings, including award-winning podcaster, presenter and cancer campaigner Lauren Mahon; Great British Sewing Bee winner, designer, creator and sustainability voice, Annie Phillips; and Gleam’s first wheelchair talent, step mum, disability educator and campaigner, Nina Tame.
Rowan Manning, president of DENTSU CREATIVE UK said: “We are on a new and very important mission, and I couldn’t be more delighted that the indomitable Melanie and Katie have joined us to accelerate that evolution. As the original pioneers, Gleam have always been ahead of the pack. And as a critical part of DENTSU CREATIVE, we are now perfectly placed to attract talent who share our values and vision of Positive Influence, enabling us to offer brands a roster that is truly representative of today’s society, and talent a wide array of high-profile opportunities through our work across our service offerings including Brand, Earned and Entertainment.”
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