The Evolution of Talent Management in the PR Landscape
Leo Lin | PF25 Downtown Campaign | Available on Flaunter
Behind every ground-breaking PR campaign, there’s a team of talented people pulling together every granular detail to make it a success. One of those people, who you might not have considered, is the Talent Manager.
Hello 2025. An era where personal branding and influencer collaborations have moved far beyond being a fleeting trend to being an essential part of any Marketing & PR strategy. But to get these collaborations right takes planning, an eye for detail, and ensuring that influencers and creators are aligned with brands who share similar values and goals - and it can be a challenging task! With this in mind, the role of Talent Managers has come into the spotlight.
This blog explores the crucial role of Talent Managers in modern PR and their impact on brand success, as well as the benefits and strategies for effective collaboration. We also highlight some of the top talent agencies in Australia and their notable achievements.
Essentially, Talent Managers act as the bridge between brands and the personalities they represent, and their role is to ensure that both parties’ are aligned. With that in mind, let’s dive in.
Shaping PR Campaigns: The Influence of Talent Managers
Talent managers play a crucial role in shaping PR campaigns. They don’t just manage the day-to-day bookings for their clients; they are also key in aligning their talent with the right brands. Talent managers need to understand the unique selling points, style, strengths, values and audience of the influencers and creators they represent. If they don’t know this then they wont be able to appropriately represent them and could put them forward for collaborations which are just not going to work. Talent Managers also have a much bigger pool of brands that they work for, and influencers and creators that they have on their books, so they have the added benefit of being able to bring more opportunities to the table. If you’re an influencer or creator that is looking to step things up, a Talent Manager can help you get there.
Creating Synergy Between Brands, Talent Managers & Talent
Brands, Talent Managers and Talent need to be on the same page. The collaboration between brands and Talent Managers goes beyond the surface level. It’s about creating a synergy where both parties understand and respect each other’s objectives. For a brand, working with a Talent Manager means accessing their expertise in terms of audience engagement and brand fit. For talent managers, it’s about finding opportunities that align with their client’s persona and long-term goals. This synergy results in campaigns that are authentic, engaging, and, most importantly, effective in reaching the intended audience.
Best Practices for Talent Managers in PR
Talent managers need to stay ahead of the game. They need to be proactive in understanding market trends, audience preferences and the changing media landscape. They should maintain strong relationships not just with their clients but also with brands and PR agencies so that they can proactively bring opportunities to their clients for consideration. Keeping communication transparent and expectations realistic is key. Talent Managers should also focus on diversifying their clients’ portfolios, ensuring they are part of campaigns that enhance their public image and resonate with their personal brand.
Some of Australia’s Best
As the PR landscape continues to evolve, talent management agencies in Australia have become key players in shaping successful campaigns. These agencies are responsible for identifying the right talent, fostering strong relationships with brands, and ensuring seamless collaboration between both parties. In this section, we’ll introduce some of Australia’s leading talent management agencies and highlight their recent achievements, showcasing how they've contributed to the industry’s growth and their role in driving impactful campaigns.
MAXCONNECTORS
MAXCONNECTORS changed the game in 2013 when they became Australia’s first influencer management agency and ever since, have been at the forefront of the social media landscape. Committed to breaking boundaries and driving innovation, MAXCONNECTORS focuses on creating meaningful online conversations through the power of community.
In 2024, Witchery teamed up with influencer Sammy Robinson, represented by MAXCONNECTORS, for their annual “White Shirt Campaign.” Sammy brought a fresh, modern perspective to the campaign, effectively engaging her younger audience while spotlighting the important message of women’s health and raising awareness for ovarian cancer. This partnership exemplified the power of strategic talent management, where the right influencer can elevate a brand’s message and connect with a wider audience, creating lasting impact.
MGMT
Founded in 2015, MGMT is a boutique talent agency representing top digital influencers and content creators across fashion, beauty, lifestyle, and travel. MGMT’s recent campaigns highlight the power of smaller-scale collaborations that have dominated the social media landscape, particularly on platforms like TikTok. By strategically partnering creators with brands that align with their personalities and audiences, MGMT has successfully driven impactful campaigns. Not every campaign needs to be on a grand scale with Times Square billboards or massive celebrity endorsements—influencers who genuinely connect with their followers can create more authentic, relatable content that drives real engagement and results for both themselves and the brands.
Born Bred Talent
Born Bred is a creative powerhouse driven by collaboration, working with a diverse roster of influencers, creators, and social celebrities to produce meaningful content and impactful campaigns. With a strong focus on creativity, authenticity, and innovation, they’ve helped their talent partner with leading brands like L'Oréal, Amazon, and TikTok.
Born Bred talent, dynamic duo 'Lucy and Nikki,' recently made waves when they invited Australian Prime Minister Anthony Albanese onto their podcast for a light-hearted conversation. The duo grabbed attention by daring the PM to say “delulu with no solulu” in parliment, a playful moment that was picked up by several media outlets. Their subsequent appearance on The Today Show showcased how humour and current events can be used strategically in PR, creating buzz and engaging their podcast and brand to a wider audience.
Flaunter: A Platform for Success
Flaunter bridges the gap between brands, media and talent managers. It provides a unique space where talent managers can showcase their clients’ profiles, explore and request brand collaboration opportunities, browse brand’ showrooms for the latest product launches and collections, and access essential PR tools. For brands, Flaunter offers a comprehensive directory of talents and an efficient way to connect with their managers. This streamlined approach not only saves time but also ensures that collaborations are well-matched and mutually beneficial.
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