TORONTO, ON–Anticipation is brewing for the November 2020 launch of double shot, 1Milk2Sugars’ new influencer and talent management company designed to promote a more culturally diverse and inclusive digital landscape.
double shot was conceptualized in 2018 by 1Milk2Sugars founder and president, Priya Chopra, when she recognized a fundamental lack of BIPOC representation in lifestyle marketing. Now, amid the global reckoning over racial injustice, this initiative is timelier than ever to promote an online world more reflective of our actual world.
double shot is focused, said Priya, on changing the landscape of lifestyle marketing by amplifying underrepresented talent in the BIPOC and LGBTQ communities and connecting diverse influencers with forward-looking brands. From assisting with content creation to securing partnerships and endorsement deals, double shot draws on its global relationships to help talent tell their authentic stories and have their voices heard.
Additionally, double shot’s concierge-style management services will also focus on mentorship, where the agency will encourage its talent roster to give back in the form of mentoring the next gen through a series of online seminars, speaking opportunities, volunteer work and more.
Like the name suggests, double shot is a much-needed jolt for the marketing world. North America is growing more diverse, said Priya, and consumers are becoming increasingly savvy about the brands they support and whether those brands genuinely represent their consumers’ values. By creating impactful content and matching brands with influencers who are authentic and diverse, double shot helps brands inject real meaning into their marketing. The agency will offer turnkey solutions for brands from campaign conceptualization, talent casting, content creation, reporting, and monitoring.
Finally, double shot believes that real change starts from within and to demonstrate, will donate one percent of net proceeds from each campaign to foundations that lift-up underrepresented communities. Similarly, double shot will encourage its staff and clients to engage in community building and charitable initiatives throughout the year.
“For too long, diversity and representation have been treated as ‘nice-to-have’ rather than the fundamental pillars of successful brand building,” said Priya. “At 1Milk2Sugars, we have a steadfast commitment to reversing this trend and making radical inclusivity the rule rather than the exception.”
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