More than a
marketing agency.

Annie Harrison began her career in the fast-paced world of traditional public relations and media in London. Working with established lifestyle brands, she quickly realized that the media landscape was undergoing a profound shift. The traditional avenues of print and television were giving way to digital creators who held authentic, direct connections with their audiences. It was during these early years that Annie saw the future of marketing: a world driven by personal influence, authentic storytelling, and community-led brands.

Driven by this vision, Annie took a leap of faith in 2018, founding the agency from a small desk in her London apartment under its original name, Under the Influence Management. Her mission was simple yet ambitious: to create a management agency that treated creators not just as advertising channels, but as digital business owners and creative partners. In an industry that was still finding its footing, Annie championed transparency, editorial quality, and deep strategic alignment between talent and brands.

The agency's early days were marked by rapid growth, fueled by the success of its first represented creators in the beauty and skincare spaces. Annie's hands-on approach and commitment to creator development quickly caught the attention of major global brands. Within two years, the agency had secured partnerships with household names like L'Oréal and Charlotte Tilbury, proving that a boutique agency with a clear point of view could compete on a global scale.

As the digital landscape continued to mature, the agency underwent a significant evolution. In 2023, Annie rebranded the agency to INFORM, representing the convergence of influence and platform. This rebrand marked the agency's expansion into a full-service creative partner, offering not only talent management but also PR, events, and paid social strategy. Today, INFORM is recognized as a leading voice at the intersection of beauty, lifestyle, and modern culture.

At the heart of INFORM's success is a culture built on creativity, care, and strategic insight. Annie has cultivated a team that prioritizes long-term brand building over short-term metrics. Her vision remains clear: to build a roster of creators with distinct points of view, and to construct campaigns that move seamlessly between the page, the feed, and the culture.

Looking to the future, Annie is focused on expanding the agency's reach into new creative territories, including art, design, and culture through the upcoming INFORM KULTURE division. She continues to lead the agency with the same passion and dedication that sparked its inception, ensuring that INFORM remains a trusted partner for creators and brands navigating the next chapter of digital culture.