ITB Worldwide Ramps Up Talent and Influencer Offering with Crystal Malachias Promotion
Crystal Malachias has been appointed global growth and development director at ITB Worldwide. Her remit will be to drive innovation across the agency’s talent and influencer marketing services, with responsibility for marketing its unique offering globally which covers talent of all scales, from celebrity to community.
The new role has been created in response to increased demand for ITB Worldwide’s influencer marketing service offering, which has increased by 50% year-on-year. The agency’s growing client roster includes Unilever, L’Oreal, Timberland and Oxygen, as more and more brands across different verticals see the value of talent and influencer marketing.
In her position, Malachias has been a conduit between brands and talent, growing new business for the agency by advising and helping advertisers to harness the power of talent and influence through creatively led campaigns that are informed by culture, powered by data and built on human insight.
“Influencer marketing is big business and more and more brands across different industry verticals - from FMCG to fashion/beauty and financial services - are seeing the value of our USP which is the whole spectrum, from celebrity to community,” said Malachias. “We’re seeing an increased demand for strategies that harness the power of influence and our team of culturally curious experts offering unrivalled access and platform knowledge to help brands partner with the true people of influence across multiple marketing touchpoints.”
Malachias takes up the new role with immediate effect, having been promoted from her previous role as business development director, which she had held since joining ITB Worldwide in 2019. She will continue to report to managing director Emma Shuldham.
With 17 years of global commercial experience within digital and publishing, Malachias has extensive knowledge of content and brand partnerships across the UK, Australia and North American markets. Starting her publishing career through roles at HELLO! Magazine, Hearst (Company and Harper's Bazaar) and Bauer, Crystal moved into digital publishing at Say Media - the early mavens of influencer marketing - working in both London and New York.
It was at Say Media where Crystal’s real passion and interest for working on campaigns using creators and influencers grew. This continued at Refinery29 before another brief spell at Hearst until she joined ITB Worldwide in 2019.