The Fifth has announced the launch of a new talent management business, The Fifth Talent, headed up by Katie Wallwork, who joins the business as Director of Talent. Created as a response to social-first talent looking for a more holistic approach to development and management, the new agency will bolster The Fifth’s growing international reputation. It will operate separately from influencer marketing agency, The Fifth, which is growing fast with a client list including Tag Heuer, Marc Jacobs, Lucozade and TikTok.

In line with The Fifth’s manifesto, The Fifth Talent aims to celebrate diversity and promote inclusion for brand campaigns across multiple sectors. The agency will represent those who showcase a unique skill, quirk and authentic story, who each champion change and positive impact. A sample of the talent on the roster at launch includes:

• Natalie Glaze, founder of sustainable swimwear brand Stay Wild
• Asma Elbadawi, who led the campaign for basketball rules to be changed to allow hijabs
• Wednesday Holmes, LGBTIQ+ activist and illustrator
• Samira Kazan AKA Alpha Foodie
• Flying The Nest, Australia’s biggest travel vloggers
• Hamzah Shiraz, WBO European Super Welterweight Champion

The Fifth Talent will also manage News UK’s content creators and lifestyle journalists such as Sunday Times Style Magazine’s deputy beauty editor Ava Welsing-Kitcher, Fabulous Magazine’s fashion director Tracey Sayer and The Times Money Mentor’s Gemma Godfrey, creating opportunities to partner with brands independently of the publisher’s titles.

Oliver Lewis, founder and managing director at The Fifth Group, comments: “The Fifth’s ethos is all about putting storytellers at the heart of the business, so there has always been an appetite to expand our offering and get closer to the talent we admire. Over the past year, we’ve listened carefully to talents’ challenges and have created a proposition that truly meets their individual needs, rather than following a one-size-fits-all approach to management.”