News, insight andideas from Gravitas

Frive, the UK chef-prepared meal delivery service, has appointed Gravitas Influencer as its exclusive influencer marketing agency to bring in new customers through creator content and partnership ads.

Granola, the AI notepad for meetings, has appointed Gravitas Influencer as its exclusive influencer marketing agency to reach new users through creators and partnership ads.

Gravitas has won Start-Up Agency of the Year at the National Digital Awards 2026, and two of its creators also picked up awards at the National Influencer Awards in Liverpool.

Spacegoods, the UK functional drinks brand, has appointed Gravitas Influencer as its exclusive influencer marketing agency to run a full-funnel creator programme built around measurable growth.

Trailberg, the UK outdoor and athletic apparel brand, has appointed Gravitas Influencer as its exclusive influencer marketing agency to reach new customers through creators and partnership ads.

Jude, the bladder health brand that has appeared on Dragons' Den and is stocked in Boots, has appointed Gravitas Influencer as its exclusive influencer marketing agency to run a paid-first creator programme.

Kefiyo, the Leeds frozen yoghurt brand, has appointed Gravitas Influencer as its exclusive influencer marketing agency to turn its local following into regular customers through creators and partnership ads.

Viva NMN, the London-based supplement brand built on independent testing, has appointed Gravitas Influencer as its exclusive influencer marketing agency to reach new customers through creators.

After a programme testing its appeal across eight new audience categories, the functional drinks brand HOLY has appointed Gravitas Influencer as its exclusive influencer marketing agency.

Marleybones, the London fresh dog food brand, has appointed Gravitas Influencer as its exclusive influencer marketing agency to reach new dog owners through pet and lifestyle creators.

Underdays, the UK underwear brand, has appointed Gravitas Influencer as its exclusive influencer marketing agency to build a UK and US creator programme and a steady supply of authentic content.

Griolladh, the Irish toastie and coffee brand, has appointed Gravitas Influencer as its exclusive influencer marketing agency to build a creator programme across its locations.

Mad Egg, the Dublin fast-casual chicken restaurant, has appointed Gravitas Influencer as its exclusive influencer marketing agency to reach new diners across the city through local creators.

RYSE, the Irish functional chocolate energy bar brand, has appointed Gravitas Influencer as its exclusive influencer marketing agency to bring its products to new audiences through creators.

Dan Stevenson, who led influencer growth at Spacegoods and the UK influencer programme at Myprotein, joins Gravitas as Director across the group.

Aaliah Buckingham joins Gravitas Influencer as Influencer Marketing Manager, bringing talent management and campaign experience to leading Meta-first influencer campaigns for DTC brands.

JM Digital has a new name. It is now Gravitas, bringing three specialist divisions together under one roof.

James Massey on leaving in-house ecommerce roles at Ickle Bubba and Myprotein to start JM Digital, which is now Gravitas and its three divisions.

Airheads, the kids' hairdryer brand, has appointed Gravitas Influencer as its exclusive influencer marketing agency to reach new families through parent and lifestyle creators.

Whole Supp has appointed Gravitas Influencer as its exclusive influencer marketing agency to scale its creator content and affiliate program

Sky Bar & Grill has appointed Gravitas Influencer as its exclusive influencer marketing agency to raise awareness of its dining and brunch offering among local audiences through creators.

Anand Sweets, the Leeds vegetarian Indian sweet shop and restaurant, has appointed Gravitas Influencer as its exclusive influencer marketing agency to reach new customers across the city through local creators.

OneLink has partnered with Gravitas Influencer to run creator-led marketing for its client Tilt Insurance, the digital-first business insurer, part of Howden.

Perfect Storm, the Leeds digital agency, has partnered with Gravitas Influencer to bring specialist creator-led marketing to its clients.

James Massey on what sets the best influencer marketers apart: commercial thinking, negotiation, creative strength and stakeholder management.

James Massey on what the agents and influencers who close the most deals share: commercial rates, paid usage, performance data and real audiences.

Meta has confirmed the results partnership ads can deliver. Our view is that the creator behind the ad decides how well it performs.

Brands are still signing off creator fees without data and pricing talent on follower count. Most of the waste can be avoided.

James Massey on what running a food account taught him about restaurant influencer marketing, and why one-off gifted visits fall short.

James Massey on AI-generated UGC: where it can add value, and why brands should weigh the purpose behind it before they follow the crowd.

UGC fees have climbed while performance hasn't. James Massey on why brands seeing real returns are spending more selectively, not spending less.

James Massey on why influencer rates are still set badly, and the non-negotiables he applies when negotiating for talent and for brands.

Dan Stevenson on what years of running influencer budgets have taught him: influence over followers, relationships over transactions.

James Massey on the five questions worth asking any influencer marketing agency, from how fees are set to how campaigns are actually run.