Mail Metro Media has announced the appointment of David White as head of creators within its New Media division.
White joins from creator marketing agency Whalar, where he held senior creator roles, including head of stars New York and senior talent manager. With over a decade working in the creator economy, with senior roles at agencies including Pulse Advertising, White specialises in talent management, influencer brand partnerships and building creator-led commercial strategies.
In this newly created role, White will be responsible for building and leading an in-house talent agency designed to represent Mail Metro Media’s internal creators, as well as signing established external talent, says the publisher. The move aims to expand commercial partnership opportunities for brands looking to leverage platform-native content and trusted audience reach.
Mail Metro Media says the appointment comes as it continues to scale its commercial New Media operations across social channels, YouTube and podcasting. The publisher combines platform-native production with journalistic credibility across portfolio brands including the Daily Mail, Eliza, and YOU Magazine.
White will report into the New Media leadership team, bringing a dedicated commercial focus to how the publisher collaborates with talent and brand partners, added the publisher.
Hannah Blake, managing director, creator & new media at Mail Metro Media, commented: “Our strategy is built on the understanding that creators and established news brands belong in the same ecosystem. We have built a strong team of creators who understand how to create engaging content, capture attention and build trust with audiences at scale. David’s deep experience in the creator economy makes him the ideal person to build out our talent infrastructure, connecting our creators and external talent with high-impact brand partnerships.”
David White, head of creators at Mail Metro Media, added: “Mail Metro Media has something very few businesses in the creator economy can bring together in one place: global infrastructure, trusted editorial reach, commercial relationships, in-house original content production capabilities and creator talent. The opportunity is to use that combination to develop new creator-led propositions that are valuable in their own right, while also opening up new ways for brand partners to be at the forefront of the creator economy.”
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