Yango names Eb Yusuf to lead new influencer marketing division

Independent media agency Yango has launched a new division, Yango Creator, designed to offer brands a fully integrated influencer marketing service - from strategy to measurement.

Led by newly promoted general manager of strategy, culture & insights, Eb Yusuf, the new arm will operate within Yango’s broader media planning function, aligning creator campaigns with performance goals and applying the same accountability standards as traditional media investments.

“We've strategically placed creator marketing within our media remit,” Yusuf said. “This integration ensures it works harmoniously with our overall media plans, optimising our ability to achieve critical KPIs. Furthermore, this structure enables us to apply our rigorous measurement framework, ensuring creator initiatives meet the same high standards as clients’ broader media investments.”

Yango Creator will manage the entire influencer process, including strategic development, creator identification, content management, campaign execution, performance tracking and compliance. The division aims to simplify influencer advertising while offering brands access to a vetted network of creators across diverse platforms.

“Our philosophy at Yango has always been about putting people first – both our clients and their audiences – and driving measurable results,” said Yusuf. “Yango Creator embodies this ethos by connecting brands with the right creators to make sure they become prominent in their cultural worlds, fostering authentic engagement that translates into real business growth.

“We call our approach ‘blended content marketing’ where we use SEO methods alongside more traditional social content methods to ensure brands are showing up on the algorithm. We believe this new division will set a new standard for influencer advertising in Australia and beyond.”

Yango said the new division is open for business and is actively seeking brand partners looking to elevate their influencer marketing strategies.