• by Fern Siegel , June 26, 2023

Agency Attachment named Ana Thorsdottir as innovation director, social and creators. The hire seeks to deepen executional platforms for client campaigns.

In addition to being the client lead for Google, YouTube and Amazon, Thorsdottir will handle the development and execution of creator strategies, data insights and machine learning for the agency’s global client portfolio, including Tik Tok, Snapchat, Bumble, Spotify and The British Fashion Council.

Attachment was noted in FT as the fasting-growing entertainment-cultural agency in Europe.

Previously, Thorsdottir worked for the EMEA creator and partnerships marketing teams at Meta and Instagram.

Prior to this, she worked at WPP's Mediacom as head of influencer marketing, consulting CEOs and CMOs at various companies, including L'Oréal, PepsiCo, Unilever, P&G, The Coca Cola Company and Disney.

Emma Shuldham, managing director of London-based Attachment, said: "The new hire builds on Attachment’s increased digital offering ... Ana's unique mix of experience both agency and tech side helps us grow by providing clients with an even more impactful brand experience within the realms of influence, celebrity and culture.”

Thorsdottir added: "As creators become celebrities, segmentation is removed and brands need to understand how to work creatively and collaboratively with them. We’re also seeing ad agencies develop in-house creator departments, and brands working with them behind the lens, which is propelling the Creator Economy onto the next level."