Leading talent agency Night has launched a brand consultancy arm called Night Advisory. The move is the latest example of a digital first specialist seeking to diversify its business to encompass talent, brands and fandom.
Commenting on LinkedIn, Night CEO and founder Reed Duchscher said: “One question I continue to get from brands is: Are you able to help us with our digital strategy? As the internet continues to evolve, brands need to evolve as well. We’re excited to launch Night Advisory alongside brands NASCAR and World Poker Tour.”
The story appeared first in Ad Age and has been picked up by several other trade outlets since. The key message is that Night wants to help brands/rights holders connect with young, digitally native consumers. The way it will do this is by supporting them as they shape their social and creator marketing strategies.
Night Advisory has already been active under the radar, helping NASCAR change the way it creates social content at its races. Night is credited with bringing in nine-year-old content creator Joseph Savasta, aka The Rizzler to the Daytona 500 in February. Again, this is part of a broader trend which has seen traditional sports franchises seeking to leverage the popularity of digital first creators.
This is not the first time Night has sought to diversify by leveraging its connections with talent. In 2022, it launched a production studio to help creators make content for streaming platforms. That project didn’t work out and was ended after two years.
