The Fifth takes part in the great british beach clean

where should we volunteer next?

By Esra Gurkan

Thursday, 23rd of September 2021

Every September thousands of people take to the beach all over the UK to take part in the Great British Beach Clean.

At The Fifth, we’re allocated four volunteering days per year to use as we wish and so we decided to  to join the Marine Conservation Society at Littlehampton beach for the #GreatBritishBeachClean.

The Great British Beach Clean is a week-long citizen science event, where hundreds of beach cleans take place up and down the UK. Litter data collected drives the conservation work and also feeds into the International Coastal Clean-up (ICC).

As well as cleaning up our coastline, Beachwatch volunteers note down all the items they find in a 100m stretch of beach. Every lolly stick, lost toy or piece of plastic gets recorded. This data is hugely important as it helps the Marine Conservation Society track litter back to its source, and enables them to campaign for change.

In total, we collected 20kg of rubbish from West Beach and collected vital data for the Marine Conservation Society that will help them inform the government on what waste is most common on our beaches, which in turn informs policy on waste.

The Marine Conservation Society has seen some great results over the years. Their data has been used to make a positive impact on our ocean – including the introduction of the plastic bag charge, banning microplastics in personal care products, better wet wipe labelling, and supporting a tax on single-use plastic items.

We had great fun working together to help the fight for a cleaner, better protected, healthier ocean; one we can all enjoy.

Check out the #GreatBritishBeachClean for ways in which you too can get involved.

Where shall we volunteer next?

Find out more about the Great British Beach Clean here.

Fifth Focus: Talent Manager Keys Pownall

Here she tells us how she’s fitted in at the fifth

By Esra Gurkan

Wednesday, 5th of May 2021

It can be hard starting a new job in ‘normal’ times, but it must be doubly difficult when you’re in the midst of a global pandemic and the office is replaced by working from home, and meetings are taken over video. 

Talent Manager Keys, however, fitted in seamlessly at The Fifth and despite having not met a lot of people in person, jumped straight in and quickly became an integral part of The Fifth Talent team. 

To mark her seven months at The Fifth, we spoke to Keys about what attracted her to the role, what has been her biggest learning and what she’d like to see done differently in the influencer marketing space.

Sum up what you do at The Fifth in the shortest sentence possible.

I am a Talent Manager and specifically look after talent within the Music, Culture & Entertainment, Lifestyle scene.

Could you give us a bit of context on that?

My roster represents a wide range of original unique talent from sportswomen, artists, musicians, activists, fashion content creators, hype beasts, storytellers, and more.

What attracted you to the role in the first place?

In my previous role, I was exposed to Talent Management and knew that it was something that I wanted to do. I am passionate about connecting brands and platforms with creatives, so the role was the perfect fit for me.

Since joining The Fifth, what has been your biggest learning?

Managing people’s expectations for sure. As a Talent Manager with a roster of 8 talent that is constantly changing and growing, I quickly learned that I needed to be as transparent as possible with my talent and to set boundaries where necessary. 

When do you think is the right time for a content creator to get management?

In a nutshell, there isn’t such a thing as ‘the right time’. Any content creator that feels as though they are growing at a consistent rate, and want to start to build a relationship with brands should definitely seek out management. 

Could you tell us about your roster of talent?

My roster is full of the biggest up and coming talent in the culture scene. I have the pleasure of looking after the following creatives, Vintage Doll Risa & Rosanna Elettra who are Hypebeast Streetwear Fashion Content Creators.  Changemaker Asma Elbadawi a Sportswoman, Social Activist & Poet. Queen of all things Beauty, Lifestyle & Wellness, Iza Syzsyko. Spoken Word Artist, DJ & Presenter Sophie Leseberg Smith, aka The Nasty Poet. And lastly, Skinfluencer, Photographer & Visual Artist Melony Lemon & Pro Makeup Artist and Content Creator Cherise Currie.

How have you adapted to working from home and is there anything you want to continue doing when we leave lockdown?

I love working from home, it honestly is the best thing for me. Being in my own environment allows me to pitch ideas to brands in a space where I feel I am my most productive and creative. One thing that I would like to continue to do is working from home where time allows a day or two a week to aid my productivity. 

As a Talent Manager, what would you like to see done differently in the influencer marketing space?

I would love to see more Black women and men working in the industry, as there is a huge lack of representation from the Black community especially in traditional talent management. 

What would be a dream campaign or brand that you’d like to work on with your talent in the future?

It would be amazing to book all of my talent, to be on a global brand campaign for Nike. I take pride in knowing that my roster is extremely diverse and inclusive and it would be amazing for a brand like Nike who has always been a voice in the conversation around inclusivity to work with the talent that I represent.

Which content creator are you loving following at the moment and why? 

One person that I love is Coco Mell, she is a Fashion Stylist, Content Creator, Sneaker Enthusiast and Host of the Sole Intent Podcast. She is a game-changer, paving way for young Black women and creatives in the fashion industry. Her content across her Instagram is home to her fashion content, styling work and more.

Fifth Focus: Creative Strategy Lead Alice Thompson

Get to know our creative strategy lead

By Esra Gurkan

April 2021

We always want to ensure any campaigns we execute at The Fifth are interesting, authentic and relevant. That’s why we need the help of our Creative Strategy Lead Alice Thompson who helps to make this possible – but how does she do it?

Here, Alice tells us how she’s spent her first six months at the agency and shares with us what she wants to see done differently in the influencer space…

What was it like starting a new job in the midst of a pandemic?

Easier than I anticipated! I think the main challenge is connecting with the new team in short bursts rather than sitting next to them all day like you usually would, so the trick has been regular team calls, often just to chat about non-work stuff.

Sum up what you do at The Fifth in the shortest sentence possible.

Make sure our campaigns are based on interesting, true and relevant insights.

Could you give us a bit of context on that?

I’d say it’s a mix of making sure we stay true to the brief, the brand and the audience and also giving the creative teams something to work with that gets them going. 

What attracted you to the role in the first place?

I love the balance between being creative and rational. I really like getting to understand how people feel and what they do (especially when things are changing so quickly), and taking that and making it into something fun or useful.

Since joining The Fifth, what has been your biggest learning?

That there is so much potential for creativity with influencer campaigns, beyond the typical ‘product placement’ type posts. Also, I think that we can tell so much about people from the influencers that they follow – there’s a reason that people engage with them and it’s because they know what their audience wants to see.

What have you been able to bring from a traditional creative agency to influencer marketing?

I think the thing is that both creative agencies and influencer agencies produce content – it’s just that it’s sometimes created in a slightly different way. I think applying the same methods and strategic thinking about what the audience needs and what the brand stands for is essential, and is what I’ve been able to carry over.

What would you like to see done differently in the influencer marketing space?

I’d like to see it get a lot more creative and edge further into the content space. And also I’m loving that influencers now are embracing a more honest and ‘real’ approach. I hope we see more of that and I hope it forces brands to do the same.

Has a particular influencer-led campaign that stood out to you recently?

I loved the Zoopla campaign last year where they got creators to build forts in their homes and write home listing-style captions for them. I thought it was really clever and fun as we were all stuck inside and our homes became such a huge focus.

What would be a dream campaign or brand to work on? 

I always think that the brands that you don’t expect to be fun to work on turn out to be so it’s hard to say! I’ve got an idea for a chocolate campaign though so I would love a chocolate brand.

Which content creator are you loving following at the moment and why? 

I really like @young_emperors because they do fashion content a bit differently. It feels quite fun and like they don’t take it too seriously. Business Director Charlie Ross at the Fifth also introduced me to @mamasstillgotit this week and I love her! She’s so clever with her videos and so funny – every post is like a mini TV show.

Also my long-time go-tos for info (for very different reasons) are @twicethehealth for fitness advice and @cocktailchap for cocktail recipes.

What I know: The Fifth’s Creative Director Candy Green

Candy tells us all about the creative team

By Esra Gurkan

Wednesday, 24th of February 2021

We’re excited to announce that Candice Green is now Creative Director at The Fifth. 

To celebrate her well-deserved promotion, we thought you’d all like to get to know Candy a little better. In order to do this, we asked her some questions about what she does, what she’s learnt since joining us and what she would like to see done differently in the influencer marketing space. 

From leading the creative team to bringing to life a clients’ vision through innovative and engaging campaigns, here Candy tells us all about what it’s like to be a part of the creative team at the agency…

Sum up what you do at The Fifth in the shortest sentence possible.

My role is to lead the creative team to ensure we elevate the creative output of the agency and our clients.

Could you give us a bit of context on that?

We work on behalf of our clients to ensure their brand vision is brought to life through brilliant ideas, translating them into influencer stories that will connect with their audience. 

What attracted you to the role in the first place?

Influencing consumers has always been at the heart of any advertising brief I’ve received and The Fifth’s proposition to work with those offering true influence felt like the next evolution of advertising. By working with influential talent who have built real and engaged communities around them, I saw an opportunity to develop ideas for clients that would connect and resonate with their audience on a deeper level than ever before.

Since joining The Fifth, what has been your biggest learning?

My biggest learning is that to create content that truly has influence you must take a collaborative approach to working with talent. Whilst it is incredibly important to ensure that the brand’s vision is never compromised, the best results come from brave ideas that allow talent to put their stamp on the content. 

You were previously an Art Director. What have you been able to bring from an integrated communications agency to influencer marketing that you think is different?

My previous experience allows me to think about how influencer marketing fits in with the wider brand strategy, ensuring that there is an overarching idea that will connect with the brand story to give the influencer content a purpose. At The Fifth, we have developed an offering that allows us to either be incredibly reactive, fitting into the wider marketing plan, or to think strategically and create ideas that are big enough to define brands. 

Which has been your favourite campaign to work on at The Fifth?

Our #HUNdredSociety campaign for HUN Wines was definitely my favourite. It was a brilliant example of how our creative brand ideas can go above and beyond by working closely with the talent to create authentic and unique content that will resonate with the brand’s audience. 

How have you adapted to working from home and is there anything you want to continue doing when we leave lockdown?

Working from home has been great for providing breathing space when it comes to thinking about new ideas. As a team we’ve been great at keeping in touch and working together remotely but it has definitely given us a chance to get our heads down and crack some really interesting briefs. When we go back to office, I’d really like to encourage people to get away from their desks and find inspiration in new places. 

As Creative Director, what would you like to see done differently in the influencer marketing space?

This has already started to happen, but I’d really like to see more clients considering influencer marketing as part of their wider marketing strategy as opposed to using it as a way to amplify an existing campaign or product with a test budget. 

To create integrated campaigns that not only answer the brands objectives but truly connect with their audience, we need clients to be braver seeing the space as an opportunity to define their brand and have a real influence. 

What would be a dream campaign or brand that you’d like to work on or with in the future?

I think there’s a real opportunity in the pet industry right now. As a result of the pandemic, there’s been a huge increase in dog ownership and lockdown has meant that more and more pet communities are forming online. Naturally there are leaders in this space, who offer pet brands the chance to talk to these communities. I would love to work on a campaign that focuses on the long term relationship (beyond the pandemic) that these owners need to build with their dogs and there’s definitely a chance for a brand to own this space.

As a result of the pandemic, there’s been a huge increase in dog ownership and lockdown has meant that more and more pet communities are forming online. I would love to work on a campaign that focuses on the long term relationship (beyond lockdown) that these owners need to build with their dogs and there’s definitely a chance for a brand to own this space.

Which content creator are you loving following at the moment and why? 

I’m really enjoying the content that Oenone posts. I find her hilarious and particularly enjoyed her tongue in cheek take on tips for lockdown.

The Fifth’s 2020 round up

And what a year it’s been

By Esra Gurkan

Thursday, 22nd of December 2020

This year really has been like no other. 

In early March, we were told to leave the office and begin working remotely due to COVID-19. 

Questions were immediately raised: how long would this be going on  for? Would we be able to sustain our relatively new business with all staff working remotely? What would this mean for our current and future campaigns and clients? 

A two-week WFH stint turned into a month; that became 10 months and counting. We’ve had to adapt, be agile and have learnt not to plan too far in the future. We’re immensely grateful that we’ve been able to continue working throughout the crisis and have seen the industry really pull together and achieve some wonderful things.

Here, we wanted to share with you a roundup of some of The Fifth’s top (mostly virtual) 2020 moments:

The Fifth Talent Launch

In February, we launched the second arm to our business; a talent agency. Before the pandemic hit, we were able to celebrate the launch of The Fifth Talent with a party for our talent, clients and brands. Something that feels so alien and surreal now! 

The Fifth Talent values the voices that influence culture and we’re delighted to have built a roster of over 25 unique, highly talented individuals who don’t just create innovative and thought provoking content; they also stand for making real and active positive change.

The Fifth first birthday

We had planned to celebrate The Fifth’s first birthday together and had even ordered the cake, party hats and banners but alas, it was not to be. Instead, we toasted our one year milestone together in March, virtually, with yet another quiz!

Coping with the crisis

We’ve tried to keep spirits high and to continually check in with one another while at home this year – one thing is for sure, we certainly know each other (and one another’s children and pets) far better. It’s remarkable how needy cats can be!

Despite the fact that the majority of physical events didn’t take place, it was still important for us to continue the conversation about the true value and purpose for influencer marketing. In partnership with News Live, we hosted a series of specialist webinars for some of our clients. A couple of these can be viewed here: Reacting Tastefully focused on building sensitive strategies for using influencers in the current climate within the food and drink category. The New (In)Formal on how to engage young adults with financial services through influencer marketing.

We feel so privileged and lucky to be in an industry that is surviving when we are all too aware of what other industries up and down the country are facing right now. From the moment it was clear that we were facing a grave situation, we made the decision as a team to try to do our tiny little bit to help. Some of the team created leaflets that they posted through neighbours’ letter boxes, offering support to anyone who needed it. The WHO put out a call to us and fellow agencies to rally influencers and celebrities to share practical hygiene advice. So we put in calls to loads of our contacts, even managing to get the likes of Liam Gallgaher involved. We also joined a grass roots organisation of volunteers to create Frontline.Live; an open-data platform for frontline health care workers to communicate what PPE they need in real time.

Our first awards

We were over the moon to win the Best New Launch Campaign award at the Digiday Marketing & Advertising Awards Europe for our campaign with HUN Wines. And just when we thought things couldn’t get any better, later that evening, we won Silver at The Content Marketing Association Awards for Best use of Influencer Marketing for HUN Wines and Best Video Series for Lucozade Energy.

HUN Wines and Lucozade are two of those dream clients you love to work with. They put their trust in us and we’re truly humbled to have been recognised for our work. It goes without saying that we wouldn’t have found ourselves here if it wasn’t for the creative, collaborative and hard working team that makes up The Fifth.

The work

This year, we’ve had the privilege of working with talent and brands whom we truly admire and feel inspired by every day.

We would like to thank our clients for trusting us and allowing us to push the boundaries. And we’d like to thank each and every creator we collaborated with for bringing our visions to life in some of the most incredible ways. Whether it was a drag queen lip sync or a handmade Marvel Universe wall chart; running a money management webinar or scouring the country for Baby Yoda toys, this year’s work has been a blast and you guys have certainly brought it. 

Roll on next year

Nobody seems to be able to predict what 2021 will look like right now, but we hope that we will take some of the learnings with us and continue building a better, stronger and kinder community around us.  

On a personal note, three Fifth babies are going to be born in 2021! We can’t think of a more fitting and positive way to start the new year than that. 

We hope you all have a well deserved break and look forward to working with you next year.