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British broadcaster Sky’s group director of influencers Melanie Kentish is to join Dentsu Creative UK’s talent management and influencer marketing practice Gleam Futures, which connects some of the nation’s best known social media personalities with advertisers.
Kentish will become the managing partner for the business, tasked with shaping the future of talent management and influencer marketing while growing global reach and impact. She will report to Rowan Manning, the president of Dentsu Creative UK.
She joined Sky in 2018, founding and building its influencer division and leading promotional campaigns including the launch of its Sky Glass product. The division has now grown globally to work with over 200 ambassadors across the broadcaster’s content.
Improving inclusivity and representation
Prior to Sky, Kentish established the influencer work within The Engine Group, working with brands such as Sony, Next and Samsung before moving on to open her own consultancy.
Katie Ray, previously talent director with Gleam Futures, will step up to become head of talent with a remit to build greater diversity and inclusivity across its roster, working alongside Kentish.
Gleam was acquired by Dentsu Creative in 2017 and has worked with YouTubers Zoella, Pixiwoo, Jim Chapman and Tanya Burr among others in its roster of talent.
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.”
Gleam has also made three new signings to its talent roster with 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, disability educator, campaigner and self-named “Disabled Step-Mum,” Nina Tame.
