Born Social Bolsters Creator Leadership with Lucy Edgerley

Born Social, the full-service social agency, has hired Lucy Edgerley as the director of influence for their expanding influencer division. Lucy joins this week from the role of general manager at influencer specialists, Buttermilk after nearly four and a half years. Callum McCahon, executive strategy director at Born Social, will continue to oversee the strategic output of the department, with Lucy heading up the entire creator team at Born Social. 

Born Social is one of the largest social agencies in the industry and already handles influencer campaigns for their clients, including Ford Europe, Guinness, and Uber.  This newly created position recognises the importance of the unit in the Born Social full-service capabilities, having scaled up significantly over the past two years.

Lucy is one of the most experienced creator marketers in the UK and has an impressive portfolio; which includes work with iconic brands such as Bertolli, Elizabeth Arden, Graze, L’Oreal, McVitie’s, and Primark. Her campaigns have consistently received recognition and accolades, including eight Global Influencer Marketing Awards, two Global Social Media Awards and a US Partnership Award. She is set to chair the Pyramid Stage at the Influencer Marketing Show in October, this year.

Callum McCahon, executive strategy director of Born Social, said, "We are delighted to welcome Lucy to the Born Social family. She is not only an industry leader in influencer marketing strategy, but also a great leader of people. Her expertise and passion for the creator landscape will be invaluable in ensuring our influencer division continues to set the bar in influencer marketing".

Commenting on her appointment, Lucy Edgerley, director of influence at Born Social added, "The most impactful activations I have worked on are those that extend beyond the confines of the partnership between brand and creator alone, and embrace a more multi-channelled approach. Born Social's vision on a wider role for influencer marketing aligns perfectly with my vision for the industry as a crucial part of the marketing mix. I am excited to join the team and set new industry standards in this ever-evolving offering".