Nature is full of remarkable partnerships that benefit both parties. Take the iconic relationship from Finding Nemo: Clownfish thrive among the stinging tentacles of sea anemones, gaining protection from predators. In return, these vibrant fish defend their anemone hosts, keep them clean by removing parasites, and promote water circulation for better oxygenation.
The point is that partnerships work, and not only in nature. Partnerships work in business, where competition can be just as cutthroat as life on the reef.
LaToya Shambo CEO of Black Girl Digital is well aware of the power of partnerships. She has built a successful career building impactful partnerships between multimillion-dollar brands and Black female influencers and her expertise has empowered organizations by providing a competitive advantage through effectively reaching and engaging the Black demographic.
Partnership Power
Black Girl Digital has built an enviable reputation for providing strategic advice in the complex world of influencer marketing, but achieving even greater success can depend on developing partnerships that provide clients with even more value.
When it came time for Black Girl Digital to take the next step in the company’s evolution LaToya Shambo identified The BBM Agency, renowned for celebrity business management as the perfect partner.
According to LaToya Shambo, the merger is set to revolutionize the intersection of Creator Media and multicultural marketing.
The new organization, BGD Media, will be led by CEO LaToya Shambo and CMO LaToya Bond of the BBM Agency and will merge two influential Black-owned agencies to create an ‘Integrated Creator Media Agency.’ This partnership aims to provide innovative, data-driven solutions for brands and creators driving the future of advertising and commerce. The combined entity features a direct mailing list of 160,000 multicultural consumers, a social influence of over 100,000, an owned reach of nearly 300,000, and a global network of 400,000 diverse creators.
LaToya Shambo emphasizes the importance of this collaboration, stating, “Together, we are committed to empowering both brands and creators, ensuring that diverse voices are not just heard but celebrated in the advertising landscape.”
Shambo’s strategy has proven highly effective for global organizations aiming to harness the power of influencers. Black Girl Digital has been instrumental in facilitating successful collaborations with major brands including Walt Disney World, Disneyland Resort, and Disney Cruise Lines. The BBM Agency’s work in celebrity business management includes working with Complex, Condé Nast, and Spike Lee’s Spike DDB, a high-profile campaign for an award-winning beauty brand, which increased brand visibility by 70% and customer acquisition by 60%. This success has helped public figures establish a strong presence in competitive e-commerce markets.
For LaToya Shambo the merger between the two marketing powerhouses is the reaction to a strategic imperative in a rapidly changing marketplace.
“Brands win because they transcend simple transactions, creating genuine connections with creators and their generational audiences. Creators from the combined expertise of two leading niche marketing agencies, benefit by gaining a platform that recognizes their cultural influence while equipping them with the tools to grow creatively and financially,” says Shambo.
The Changing Face of the Creator Economy
According to Shambo, the Creator Economy is changing as rapidly as the evolving consumer landscape and the changing nature of how business handles the opportunities presented by creators and influencers.
“We’re entering an important time for the Creator Economy,” says Shambo. “At BGD Media, our goal is to help brands move beyond simple transactions and cultivate genuine, lasting relationships with creators and their audiences. This year, we’ve focused on how brands can leverage cultural connections for tangible returns on investment. Our partnership with Curastory, a tool that enables creators to edit, monetize, and analyze their videos across social media, is only one way we’re shaping the future of Creator Media with both purpose and performance in mind.”
Launching in January 2025, BGD Media will function as a Global Creator Media Agency, providing a comprehensive range of services including consulting, creative production, strategy, research, experiential marketing, and media planning and buying.
These offerings are designed to help brands create unique media opportunities that engage diverse content creators, influencing broader market buying decisions. Key services include influencer marketing, programmatic advertising, email marketing, traditional display media, and both paid and organic social campaigns.
As BGD Media embarks on this new journey, LaToya Shambo states, “Our focus is on fostering collaboration between brands and creators. Through strategic partnerships and data-driven insights, we aim to build meaningful connections that lead to deeper engagement and impactful conversions.”
Discover more about Black Girl Digital, the launch of BGD Media and the future of audience-focused marketing strategy by visiting Latoya Shambo’s LinkedIn page.
