YMU Group hires LADbible's Drew Middleton

YMU Group hires LADbible's Drew Middleton to lead digital marketing and social strategy

YMU Group has hired LADbible strategy head, Drew Middleton, to lead digital marketing and social strategy across their portfolio of top talent and creators, joining YMU’s existing social & digital strategy team - to support YMU’s clients in building highly engaged social fanbases, and unlocking new revenue streams across their social platforms.  

At LADbible Group, the world’s largest social publisher with a global audience of over 452 million - Drew managed a team of social strategists and specialists, and led the charge in building content strategies to pitch, win and activate over 500 branded content partnerships - including high value deals with brands such as UberEats, Warner Bros, Visa, Nando’s, Disney+, UK Gov, KFC and many others and many others - and orchestrated social & digital activations which have reached over 1.4billion people globally.

He played an instrumental role in award-winning work with leading brands including McDonald’s, NHS, Google Pixel, Sony PlayStation, Diageo, Tango and Three – and supported high-profile social impact campaigns including Trash Isles and UOKM8.

Drew also hosted sessions to educate teams and clients within LADbible on social platform trends, best practices, content optimisation, building highly effective sponsorships and partnerships, brand strategy and storytelling. 

YMU have created and developed many successful social-first partnerships between brands and their talent - including Ant & Dec and TUI, Stacey Solomon and jewellery brand Abbott Lyon, travel influencers TopJaw and Stella Artois, Tom Daley and Malibu, Rylan Clark and Amazon, amongst many others. 

Their social-first talent signings in the last year include leading names such as Grace Beverley, The Girls Bathroom (Sophia & Cinzia), Max Balegde, Patricia Bright, and Victor Kunda.

“We are delighted to attract someone of the calibre of Drew Middleton to our already excellent digital strategy team, with the wealth of experience he has - as we look to offer our elite talent & creators a truly world class service in building their fan communities online, positioning themselves through content, and unlocking new partnerships in the social space. We are excited by the enhanced value we can offer to the brands and rights holders we work closely with too, as we continue to grow our capabilities in this space.”

Mary Bekhait

YMU CEO

Drew Middleton said “I’m incredibly excited to join YMU. The clients we represent are compelling and baked deeply into entertainment, UK and global culture. I’m looking forward to help elevate the strategy, creative and monetisation across the entire roster alongside an intelligent and passionate team”