NYMA embraces authentic influencer engagement as key service offering
NYMA, the talent management arm of KROMA Entertainment, announced that it will be embracing influencer marketing as part of its core offering to help brands connect deeper with their audiences in the digital age.
“At NYMA, we’re committed to driving success for our clients through innovative influencer marketing strategies. We believe that the future of marketing lies in authentic, meaningful connections, and we’re here to help businesses make those connections,” said Kat Bautista, general manager of NYMA.
Starting as a talent management agency driven by a vision to nurture emerging talents in the digital space, NYMA aims to expand their services by having a separate influencer management group from those that look after talents, in response to the evolving needs of brands.
NYMA’s influencer roster spans various niches and diverse voices, including basketball player CJ Cansino, beauty and music content creator Janina Vela, and viral food vlogger Jujumao.
Influencers hold substantial sway in the Philippines. A 2023 Rakuten Insight survey revealed that approximately 86% of Filipino social media users follow at least one influencer—far exceeding the global average of 22.6%.
“Brands can tap into this influence to reach new heights,” states Rouella Chan, head of NYMA’s Influencer Management arm. “Through strategic partnerships with influencers, they can connect with consumers, gain their trust, and benefit from creative perspectives. This also helps brands remain relevant, particularly with millennials and Gen Z who primarily rely on social media for information and recommendations.”
“When our clients come to us, we help them clarify their overall vision and help them set clear, attainable goals,” said Ms. Chan, who has been in the entertainment business for nearly a decade.
To ensure relevance, they also conduct a detailed analysis of their client’s target audience, encompassing demographics, interests, and preferences. Ms. Chan explained, “We select influencers whose fan base closely mirrors the target audience. We also maintain a balanced mix of micro and macro influencers and celebrities to provide a varied reach from niche to broad.”
One of NYMA’s milestone campaigns was with a major international entertainment business in 2023. “We designed a strategy for the premiere of one of their flagship programs that utilized an ecosystem of influencers to penetrate a niche audience of millennials and Gen Z who are into adventure, fantasy, and science fiction,”
Ms. Chan said. “Capitalizing on their collective influence and encouraging cross-promotion of content, we significantly amplified the campaign’s reach and impressions. This boosted the brand’s visibility in the country.”
As it anticipates a growing reliance on data-driven strategies and longterm partnerships between brands and influencers in 2024, NYMA plans to scale their team and influencer base to meet increasing demand.
“Our overarching goal is to act as a catalyst, bridging the gap in discoverability and fostering mutually beneficial relationships within our dynamic ecosystem,” Ms. Bautista said.