Maya Orr, former managing director at social-first creator agency Connect Management, has launched Big Name on Campus (BNOC), an influencer agency focused on values-based talent selection. 

The agency aims to connect brands and agencies with influencers who have demonstrated purpose in their careers or personal journeys.

Orr, who previously held marketing communications roles at Lidl and as director of marketing and communications at LADbible Group, describes BNOC as a departure from traditional talent agencies. 

“I’m beyond thrilled to finally share the launch of BNOC — Big Name on Campus — the UK’s first values-led influencer agency!” Orr wrote on LinkedIn. 

The company will prioritize aligning influencers’ values with brands’ rather than focusing solely on metrics such as follower counts.

At launch, BNOC’s client roster includes Netflix reality star Emily Faye Miller, whom the agency will connect with established industry players, such as The Romans, Dentsu Creative, Lotto, and E45 Skincare.

Orr identifies BNOC as addressing a gap in the agency business, emphasizing the curation of talent based on passion and unique perspectives. “Our industry is poised for change, and values-led content creation is without a doubt the way the industry needs to pivot,” Orr said in a statement.

The agency has already collaborated with Ketchum. 

“Their professionalism and dedication are unmatched, and they consistently go above and beyond to ensure maximum value for brands,” said Sarah Pinch, managing director of social and influence at Ketchum, in a statement.