Joaquim Salguerio will head the LINK agency’s expansion into creative strategies and cross-platform media buying. LINK manages short-form TikTok campaigns for brands to enhance their visibility on the social network.LINK, a TikTok brand factory, tapped Salgueiro to lead its paid media team and drive growth in performance marketing.
"The goal is to integrate my experience with existing clients to enable their growth through digital advertising, while we scale up our capabilities as a business," Salgueiro told Agency Daily. "Bringing a performance marketing mindset to the influencer world will be the main differentiating strategy. In today's digital world, improving measurement for clients to maximize impact is key."
He will focus on two main clients: Exodus and Gameloft.
Prior to his appointment, Salgueiro worked as director at the London-based Kinase ad agency. In 2020, he was shortlisted for the DRUM Awards Social Media Rising Star of the Year. Salguerio has also worked at OMD EMEA and MediaCom.
Salguerio's hire represents the company’s expansion into performance and lower-funnel marketing. Now, the agency will leverage creators to create ads internally and then run them on the platform. The LINK Agency is also working cross-platform establish a viral presence for brand clients on YouTube Shorts and Instagram Reels.
LINK Agency co-founder Francisco Joao Lopez noted Salguerio's "outstanding analytical talent and work ethic,” and said working together will provide the “best targeting capabilities in the market.”
Since its launch in 2020, LINK Agency said it generated 1.2 billion organic views across its TikTok campaigns, with a combined community reach of 10 billion and access to over 20,000 influencers.