Night launched a marketing agency to matchmake brands with creators

After establishing itself in fields like talent management, retail, podcasts, and investing, Night is making a move in the world of marketing. The decade-old firm’s newest division is titled Night Advisory, and it is already facilitating partnerships between major brands and members of Night’s creator roster.

At launch, Night Advisory is staffed by a team of four creative strategists, including a pair of operatives who previously worked at the influencer marketing firm BENlabs. The new business arm is looking to leverage Night’s inroads among young audiences, allowing the agency to connect brand partners to their target demographics.

Night CEO and Founder Reed Duchscher told AdAge that the Advisory division evolved out of regular requests from brands, whose reps asked Night to advise their influencer marketing activity. One company that reached out to Night was NASCAR, and Duchscher’s team capitalized on the opportunity to work with the auto racing brand. NASCAR is now one of Night Advisory’s first clients, along with the World Poker Tour and several other unannounced brands.

Duchscher explained that NASCAR sought to “understand this new world of the internet and how [the brand] could start reaching a younger audience. That’s really how Night Advisory was born.”

As you would expect, Night’s advice for brand partners involves partnerships with the creators it represents. NASCAR’s activity at this year’s Daytona 500 included deals with Night clients like The Rizzler (real name Christian Joseph). A more recent stream from Daytona International Speedway featured Din Muktar, the Twitch star known as Agent 00.

Future Night Advisory campaigns will put creators in position to cover upcoming events. At upcoming World Poker Stops, for example, activations will be designed to enable the recording and uploading of influencer commentary.

As Night has expanded, it has worked alongside creator partners to build mutually beneficial businesses that touch all corners of the creator economy. Earlier in the 2020s, many Night operations involved MrBeast, but after the YouTube star’s 2024 split from his former managers, the firm is dipping deeper into its client roster — which also includes notables like Kai Cenat and The Costco Guys — to create value for its partners. Night currently manages more than 200 creators through its flagship division.

Not all of Night’s ventures have worked out, but the company is getting into influencer marketing at the right time. Brands are paying big bucks to connect with creators who can introduce them to coveted consumers (especially in the world of sports). Within that ecosystem, Night is in the right place to play the matchmaker.