My Work: Maddie Raedts

Portrait of Maddie Raedts

Interview: Haris Stavridis // Portrait: Courtesy of Maddie Raedts

Could you please tell us about IMA?

We help brands tell their story through the world's top influencers. We are a full service agency: we develop and manage influencer marketing strategies and campaigns from A to Z, from strategy to successful campaign execution. Our network consists of over 4,000 digital influencers worldwide that we have close relationships with. Some of our key clients at the moment are Tommy Hilfiger, Diesel, DKNY, H&M, Armani Exchange, Franklin & Marshall, Samsonite, Ahold, Unilever, HEMA and TUI.

What is your role there? What is your typical day at the office like?

My days are never the same. Our team in Amsterdam consists of around thirty passionate professionals which I, together with my business partner Emilie Tabor, manage on a daily basis. In addition to this, I'm involved in a lot of new businesses, the overall strategy of the company, and concept development. Last but not least, I'm also responsible for the influencer and talent management division. All this translates to lots of client meetings, emails, brainstorms, internal strategy talks, influencer catch ups and so on.

How has your experience at Fashiolista helped you with IMA?

IMA is an organic spin off from Fashiolista; all of our experience and expertise there lead us in starting this agency. We used to do influencer marketing for Fashiolista and after its success we felt it was time to practice it outside of our own borders. We wanted to help brands using the same model but tailored to their needs, while utilising the powerful network and expertise we built up over the years.

How do you select the influencers you collaborate with? What kind of metrics do you use to measure their authority?

We select them based on several points. Their reach is definitely important, but their overall quality, the content they create, how they engage with their followers, their social status, work attitude and authenticity are also as important. A perfect combination of the above makes a good influencer.

Could you please describe your collaboration framework with the influencers? What kind of criteria do you use when pairing them with a brand?

We take pride in our match making skills. With a large database that offers accurate stats about each influencer and a solid knowledge of the business, we know exactly which influencer can be used for each brand and project. We also take into account whether the style of the influencer matches with the brand, which communication channels are relevant for the project, as well as findings and results from previous campaigns.

What are your most important markets at the moment and why?

Western Europe is our most important market; we have our strongest influencer and client base there.

Which channels do you find most effective when it comes to distributing the messages of your clients?

At the moment, Instagram is certainly the most effective. Snapchat is also growing rapidly.

What kinds of tools, applications, or services make your everyday business life easier?

We've built our own Influencer Marketing tool, which is a large database of over 4,000 digital influencers that we work with. This includes all their information, stats, and so on. We also measure everything we do, all of our projects and how they perform.

What's the most solid, specific piece of advice you have for anyone wishing to become a fashion and lifestyle blogger?

Start with something you are passionate with, something that makes you unique. You have to do it with dedication every single day for the rest of your life.

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