• Business Management

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YMU Group signs Nicole Scherzinger

  • Social

YMU signs lifestyle influencer Sophie Hinchliffe, aka Mrs Hinch

YMU are thrilled to announce the signing of lifestyle influencer Sophie Hinchliffe, aka Mrs Hinch to the group.

Sophie, who spearheaded the creation of a new type of social content – cleanfluencing, started her career to social media stardom in 2018 when she began uploading Instagram stories of her cleaning her home. From there she has built an audience of over 4.6m followers who tune in for her daily content of tips and hacks, and which has diversified to include all things home and family.

Sophie’s influence spans far beyond social media with six published books, all of which have been Sunday Times Bestsellers, as well as a chart-topping podcast. She has been featured on the covers of You Magazine and Fabulous Magazine and has been P&G’s brand ambassador since 2018.

In addition to representing the star, YMU and Sophie will work together on exploring other avenues of opportunity offered up by the agency, including within entertainment, publishing, IP, brand development and social strategy.

“I am so excited to be starting this new chapter at YMU,” Said Sophie, “I promised myself in 2023 that I would try my best to push myself that little bit more out of my comfort zone and try some new things. I think YMU is the perfect partner to help me along that journey. Let’s do this!”

“We are thrilled to welcome Sophie on board. She has carved out a unique path in the social space and continues to be a trailblazer,” added Lucy Loveridge, Global MD Social, “We’re looking forward to building on her current success, taking the “Mrs Hinch” brand to the next level and beyond.”