BNOC (Big Name on Campus), the UK’s “first values-led,” social-first talent agency, has launched under the leadership of industry veteran Maya Orr. 

Maya’s impressive career includes overseeing PR and Marketing at Lidl and serving as Director of Marketing and Communications at LADbible Group.

“Having worked within the industry for such a long time, it was becoming increasingly apparent that there is a huge gap for a talent agency that offered marketing expertise,” Maya states.

BNOC’s unique approach focuses on aligning influencers’ values with those of the brands they represent, discarding the obsession with “vanity metrics.”

Maya reveals that this strategy is rooted in consumer behavior research, citing research proving consumers are more likely to purchase a product if the brand or influencer’s values align with their own.

By prioritizing this alignment, BNOC aims to deliver more effective campaign results and build genuine audience connections.

Maya stresses the importance of this approach in today’s market: “Values-led influence—the next generation of responsible and commercially savvy influencer marketing—isn’t just the right thing to do; it’s in the best strategic interests of a brand and delivers more effective campaign results.”

Overcoming Challenges to Build a Values-Driven Agency

As an independent startup without external backing, Maya faced the daunting task of building a business from the ground up. However, her extensive experience in the communications industry proved invaluable in tackling all the hurdles in her path.

One of Maya’s key advantages was her established relationships within the industry. She explains, “Having worked with talent for a while, I was fortunate that from day one, I could cherry-pick my roster, consisting of individuals I had strong, established relationships with.”

This carefully curated network of talent believed in Maya’s vision and recognized the industry’s need for authentic content. “These talents not only believed in my vision but also championed the idea of a values-led agency, seeing the need for authenticity in an often shallow industry,” Maya notes.

The shared commitment to purpose-driven partnerships formed the foundation of BNOC, creating a smoother launch process. Maya reflects, “Their support and shared purpose made the process of launching BNOC smoother, as we built a foundation rooted in trust, respect, and shared values.”

Redefining Influencer Selection

At BNOC, Maya uses a new approach to influencer selection, prioritizing purpose over traditional metrics and departing from conventional talent agency practices.

The agency looks for specific qualities in its influencers that go beyond surface-level popularity. 

Maya elaborates, “The specific qualities we look for in influencers include authenticity, a commitment to their craft, and a strong alignment with ethical principles. We seek individuals with a clear purpose in their content, whether sharing expertise from a place of genuine understanding or fostering positive community engagement.”

BNOC’s vetting process is also notably more comprehensive than that of traditional agencies. 

“Our vetting process differs from traditional agencies in that it goes beyond numbers and reach,” Maya states. “We monitor public behavior to ensure that our influencers maintain the highest standards of professionalism and accountability.”

This approach reflects a growing trend in consumer behavior, with audiences increasingly valuing originality and shared values. 

Maya observes, “Consumers today, especially younger audiences, are increasingly conscious of the values behind the brands and influencers they support. They’re no longer impressed by surface-level metrics like follower counts or flashy content—they want to engage with creators who stand for something meaningful.”

She believes focusing on values as a key KPI distinguishes BNOC from other agencies that might prioritize short-term metrics and helps the agency create more sustainable and impactful partnerships for talent and brands.

Values Over Vanity

According to Maya, one of the most pressing issues in influencer marketing is focusing on metrics such as follower counts, likes, and superficial engagement as the primary measure of success. This narrow focus often leads to misaligned partnerships and potential brand reputation risks.

Maya notes, “With the creator economy growing, the market is becoming saturated, making it harder for brands to identify authentic voices amidst a sea of influencers.” Additionally, consumer expectations are shifting, with audiences demanding more socially responsible partnerships.

BNOC addresses these issues through its values-led approach. Maya reports that this strategy has proven effective, with brands recognizing the benefits of purpose-driven collaborations.

“Brands that embrace working with influencers who prioritize purpose and authenticity over sheer follower counts or engagement rates often see more meaningful and lasting results,” Maya observes, adding that consumers can tell when an influencer genuinely believes in a product or cause versus when they’re just pushing something for profit.

Long-Term Approach

At BNOC, Maya measures the success of our campaigns by focusing on long-term impact rather than short-term engagement metrics. Rather than chasing trends, the agency prioritizes authentic storytelling.

BNOC’s strategy involves carefully aligning influencers with brands that share common missions. “When influencers are genuinely passionate about the brand and its products or causes, their content stands out as credible, thoughtful, and relatable,” Maya notes.

The agency supports its influencers with strategic guidance, helping them create content that isn’t just about performance metrics but delivering value to their followers.

“This deeper connection leads to lasting engagement, driving more meaningful results for brands, rather than just momentary visibility,” Maya says.

Elevating Brand Purpose Through Strategic Influencer Partnerships

Maya belives the key to genuine and successful campaigns lies in clearly understanding the brand’s core purpose.

“Before partnering with influencers, ensure you have a well-defined purpose beyond just selling products,” Maya advises.

She highlights the importance of thorough vetting when selecting influencers. “Don’t just focus on follower counts or engagement metrics. Look for influencers who share your values and have a track record of promoting causes or content that align with your brand’s purpose,” she explains.

Content creation is another crucial aspect. Maya recommends co-creating content that tells a compelling story about the shared mission. “Purpose-driven campaigns are about more than product promotion; they’re about creating content that resonates emotionally with audiences,” she notes.

Maya also advocates long-term partnerships and measuring success beyond traditional metrics. “Focus on metrics like audience sentiment, loyalty, and brand trust,” she advises.