Poster Child Launches the New Face of Influencer Relations

Poster Child, a new influencer relations agency built on real personal connections, today announces its launch to bring big brands and powerful influencers together. In an industry where talent is typically sourced and managed through technology or loose relationships, Poster Child’s inner circle of connections with the biggest names in content creation gives brands an unprecedented level of access with a personal touch. Complementing those connections are the agency’s capabilities in strategy, creative, and performance conversion/analytics to bring full-service influencer relations expertise to brands.

Founded by James Brownstein, a '90s kid who turned his love of pop culture into his career, and based in Los Angeles, the new agency aims to be the poster child for the influencer relations industry, connecting businesses with the next poster child for their brand. With over a decade’s worth of experience executing marketing and talent partnerships at Twitter (X), talent management company Fullscreen, and YouTube, Brownstein is no stranger to the world of social influence – working in the space before “social influencer” was considered a career. As former digital creator partnerships lead and entertainment partnerships lead at Twitter (X), he spent nearly eight years developing relationships and executing campaigns with the biggest celebrities in the world, their respective teams, and the entertainment ecosystem that surrounded them. As general manager of Poster Child, he will lead the agency team in bringing authentic connections to brands through its suite of services – including influencer identification and relations, campaign management and reporting; brand partnerships; and brand integration via PR, events, social media and broadcast/online video appearances.

“Our approach is to streamline for results and remove excess. We want to help brands break through the noise in an oversaturated industry and grow through star power – and we have the connections and experience to do it,” said Brownstein. “Leveraging our close personal relationships with talent managers, agents and even the elusive influencers themselves, we’re connecting businesses to the next face of their brand.”

Poster Child is partnering with global brand names – including its latest marquee client, Peloton – to help them develop influencer strategies and execute multifaceted campaigns designed to reach expanded audiences. In just its first few months of operations, the agency has already collaborated with some of the biggest influencers today, including Alix Earle, Sophia Richie Grainge, Monet McMichael, and Bretman Rock.

Poster Child joins three other independent specialty shops in the Brownstein Group network of agencies – advertising agency Brownstein, PR shop Red Thread PR, and digital agency Nucleus Digital. Beyond its standalone influencer relations capabilities, Poster Child will integrate with other network teams as appropriate to further support its clients’ needs.

“Social influence is a key driver in brand relevance, and Poster Child’s approach to helping clients achieve brand longevity through influencer relations complements the Brownstein Group agency network and our purpose,” said Erin Allsman, president of Brownstein Group. “The launch of Poster Child further underscores our constant reinvention and pursuit of relevance ourselves, and our latest recognition as an Adweek Agency of the Year finalist in the small agency category proves that we’re doing just that.”