From PRWeek November 29, 2023:
NEW YORK: M Booth has hired Courtney Nally to lead Fluent, its influencer practice.
Nally, an EVP, joined the firm on November 6 and is based in Austin, Texas. She reports to chief creative officer and MD Adrianna Bevilaqua. M Booth launched Fluent four years ago and Bevilaqua headed it up as part of her responsibilities.
Bevilaqua and Nally will team up to scale the capability, with a focus on bringing bigger partnerships to clients across digital platforms.
Speaking about what she is seeing broadly in the industry, and not directly at M Booth, Nally noted that “anyone who works in the influencer marketing space knows there is a coupling of art and science, but it is a time-consuming vertical due to the identification of the influencers, the vetting of them, the hand-holding through the creative and content production piece.”
Nally is also looking to combat influencer inequity among marginalized communities.“The diversity of the influencers we are working with on behalf of brands is important to me, [so I am looking to tackle that] as part of the training of the new people the firm is bringing on [and] also in the education of the clients it works with,” said Nally.
“There is a huge opportunity for brands to work with influencers who resemble the audiences and consumers they are trying to reach.”
Most recently, Nally was head of talent management at ad agency Translation, where she was responsible for building and implementing the agency’s celebrity talent and influencer practice. Nally left that role in mid-October and the firm is seeking her replacement.
Earlier in her career, she spent nine years at Ketchum, creating and growing a celebrity talent offering that became a top revenue driver for the firm, according to an M Booth statement.
Nally was a PRWeek 40 Under 40 honoree in 2019.
Celebrating its 40th anniversary in 2023, the Next 15 Group agency had a successful year in 2022 with growth of more than 9%, according to PRWeek’s Agency Business Report.
