Attachment Welcomes Ana Thorsdottir as Innovation Director, Social and Creators

 Attachment, the fastest growing entertainment & culture agency in Europe, has appointed Ana Thorsdottir as innovation director, social and creators.

The hire deepens Attachment’s existing culture strategy services, with a heightened focus on driving innovative Creator and influencer-led partnerships for clients, as well as enhanced strategies to deepen executional platforms for Client campaigns.

Ana Thorsdottir brings a wealth of 15 years experience to her new role, having previously worked in the EMEA Creator and Partnerships Marketing teams at Meta and Instagram.

Alongside being the client lead for Google, YouTube and Amazon, Ana will also spearhead the development and execution of Creator strategies, data insights and machine learning across the agency’s global client portfolio including TikTok, Snapchat, Bumble, Spotify, and The British Fashion Council. 

While at Meta, Ana led EMEA planning, strategy and marketing initiatives, working on projects with creators and public figures such as Marcus Rashford, Pamela Reif, and Khaby. Her extensive experience also includes WPP's Mediacom as head of influencer marketing, consulting CEOs and CMOs at L'Oréal, PepsiCo, Unilever, P&G, The Coca Cola Company, Disney, Mars, Adidas, and Brand USA.

Ana is a multi-award-winning strategist and leader, having been named as one of 'The 100 Most Influential People In Influencer Marketing' and picking up multiple Golds at the Influencer Marketing Awards where she is also a judge this year, on behalf of Attachment.

Ana is also a passionate speaker and advocate for creators, shaping and leading progressive conversations about ethics, equality, diversity and inclusion in brand campaigns.   

Commenting on this appointment, Emma Shuldham, managing director of Attachment said, "The new hire builds on Attachment’s increased digital offering, where rapid client growth has shown a clear need to deepen our creator and social led strategies. Culture creates belonging, engagement and community, and for us to be at the forefront of relationships in culture, our internal talent is as essential as the external talent we engage with. Ana's unique mix of experience both agency and tech side helps us grow by providing clients with an even more impactful brand experience within the realms of influence, celebrity and culture.”

Ana Thorsdottir said, "As creators become celebrities, segmentation is removed and brands need to understand how to work creatively and collaboratively with them. We’re also seeing ad agencies develop in-house creator departments, and brands working with them behind the lens, which is propelling the Creator Economy onto the next level. I’m excited to join Attachment, where we have a unique proposition helping clients integrate every type of talent effectively, while informing with culturally relevant campaigns and measurable impact.”