Running an influencer-first agency with Harry Hugo of Goat

“We quickly realised influencer marketing brought the best ROI.”

harry hugo

Harry Hugo co-founded influencer-first marketing agency, Goat, in 2015 and since then the company has grown from 3 to 120 staff in three years, with offices in London, New York, Singapore and Monaco and has worked with brands including BBC Sport, New Look and Malibu.

As Chief Campaign Officer Harry oversees campaign success, ensuring the strategic fit of influencers with wider brand goals. Harry set up his first business when he was 16, a football fan site network with 60 websites and over 500 global writers. He was then invited to write for Liverpool’s official website as an influential blogger. He then became Head of Social at Sportlobster by 18 during which built relationships with every major influencer in the UK.

Show highlights

1:35 Harry introduces himself, Goat and how they got started.

3:58 Human to human marketing. Goat isn’t a tech platform.

6:58 Where the current opportunities are for influencer marketing.

9:50 Vlogging on LinkedIn.

12:07 Harry’s view on influencer marketing platforms.

14:03 Instagram potentially removing the visibility of engagement.

15:58 On the Tools and the opportunity for niche content and audiences at scale.

17:57 Which part of a brand’s budget are new influencer agencies like Goat getting?

18:40 The industries Goat predominantly work in.

19:57 Working with influencers in Formula E.

24:04 Harry’s advice to someone looking to grow their own brand in social media in 2019.

25:57 Where Harry sees the future of influencer marketing in the next 12 months and the next five years.

28:57 The one book that Harry recommends everyone should read.

Resources/people/articles mentioned in the podcast

Goat agency

Goat’s vlog on LinkedIn

Influencer marketing platforms

Arron Shepherd on LinkedIn

On The Tools

Ste’s podcast with Chris Henley

Ste’s podcast with Chris Stokel-Walker

Formula E

Zac and Jay show crash The Drum Awards

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Written by Stephen Davies

I’m an experienced strategist working at the intersection of public relations, digital marketing and social media based in London. You can work with me here or drop me a line here.

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