• by Fern Siegel , February 16, 2022

Team Whistle has launched a new social-content agency, Magnet. The company focuses on creating and distributing content for global brands, entertainment and sports properties.

The target audience is Gen Z and millennials.

The agency’s debut follows the spring 2021 acquisition of Team Whistle by digital agency Eleven to expand its sports media businesses in North America, Asia and Europe. Recent Team Whistle content activation partnerships include General Mills, KFC, Chipotle, Ebay, WNBA, Wendy’s and Levi’s.

Danielle Johnsen Karr will lead Magnet.

Karr told MediaPost Agency Daily she is “overseeing marketing, vision and go-to-market (GTM) strategy, as well as all brand RFPs from a strategy, creative and execution point of view. I will be leading our current Bumble account, as one example. We are adding 10 new people to the team now.

“The unique advantage of Magnet is our centralized insights of servicing clients across the media, sports and entertainment landscape. We bring these insights to create platform-specific social content that best resonates with audiences.”

She reports to Dustin Fleischman, EVP of brand partnerships and revenue.

Previously, Johnsen Karr worked at McCann New York as vice president-social strategy director for brands such as Mastercard, HomeGoods and Hornitos. She has also worked at Deutsch NY and 360i.

Team Whistle has a content slate of 50+ shows, such as “Finding Football” and “Bad Jokes.” It says it generates over 4 billion views per month across key social networks, such as TikTok, Snapchat, Instagram and YouTube.

Karr added that Magnet would utilize the integrated resources of Team Whistle to empower its client roster to “develop their voice authentically and help their brands cut through the clutter.”