BCW London Launches Specialist Talent Offer, BCW AdvocateJuly 5, 2023

LONDON, 21^st June 2023 – BCW, the leading global communications agency, today announced the launch of BCW Advocate its new specialist celebrity and influencer talent offering.

BCW Advocate provides a holistic approach to establishing credible, long-term brand advocates. The new offer combines leading expertise from the world of Film and TV talent, BCW’s Trufluence methodology plus its research and insights into how values move people. This approach has already proven successful for many of BCW’s clients including Dove, Royal Caribbean International, British Gas Energy Trust and Aldi.

The new offer will be led by Jasmine Barnes, who has been appointed UK Head of Talent Partnerships, together with award-winning Director of Talent Mark Wagman who has been appointed Talent Procurement Lead.

Tom Malcolm, BCW’s Group Managing Director Consumer Brands, UK, comments: “Brands need talent partnerships to be authentic and to credibly tell their story if they are going to drive long-lasting commercial success. Driven by an increasing client need, we saw an opportunity to create a bespoke offer to establish long-term meaningful partnerships. Our approach is underpinned by rigour, data and behaviour change science.”

Wagman adds: “Talent can bring incredible value when it’s done right. It’s got to be an authentic match - consumers are too savvy for it not to be. Playing the long game allows you to build a true, mutually beneficial, far-reaching partnership to allow a brand to reach and gain insights from new audiences. Truly knowing and understanding talent and the wider industry means we are uniquely placed to make matches far beyond the obvious.”

Barnes concludes: “Our earned heritage equips us to take a holistic, channel agnostic approach. All too often a client has worked with talent for an ad campaign without realising the full potential of this opportunity. The success we have already had demonstrates that you can deliver greater value when earned storytelling is considered from the outset.”

Barnes has been a part of BCW London’s consumer brands practice for the last seven years leading multi-market campaigns and press offices across travel, lifestyle and entertainment brands including Wendy’s.

Wagman has over 20 years of industry experience leading talent relations for high-profile broadcast and corporate projects including as a Director of Talent for Sassy Films, Partner for his own agency Wagman Adair and Talent Executive for ITV Studios and BAFTA.

For more information contact [email protected].