In the rapidly growing world of digital content creation, Benjy Leslie, founder of Connect Management, has carved out a niche for himself by doing things differently. His agency, which focuses on influencer marketing and brand partnerships, has grown swiftly in just a few years. Recently, I sat down with Benjy to discuss how he built his business, what makes influencer marketing tick, and what’s next for this ever-evolving industry.
A Pandemic Pivot
Leslie’s journey into influencer marketing started somewhat by chance during the COVID-19 lockdown. Having worked in travel media, where he handled advertising on airlines, the pandemic put his work on hold. “The business I worked for went from £150 million revenue to zero overnight,” he recalls. But as so many stories from the pandemic illustrate, what seemed like a setback opened a new door.
While others were passing time in lockdown, Leslie got a call from an old school friend, Brandon B, who had been posting daily on TikTok and quickly gained a million followers. “It was unexpected,” Leslie says. “We hadn’t spoken in years, but suddenly he had this huge following, and I thought, ‘I’m doing nothing, let’s see what we can make of it.’” With nothing to lose, Leslie offered to handle brand deals for Brandon, working on commission. “Within two months, we realised there was real potential,” he explains. Connect Management was born out of that realisation.
A Business Built on Trust
From the start, Leslie wanted to take a different approach with Connect Management. While the influencer marketing sector was booming, he saw a need for greater transparency. “Good ideas are just ideas done better, right?” he says. For him, that meant creating a business where influencers knew exactly what they were getting. “We make sure all our influencers sign their own contracts and are involved in every step,” he emphasises.
Today, Connect Management has grown to 37 employees, managing around 160 influencers, working with top brands like Adidas, Lego, and even Fortnite. Despite the success, the road hasn’t been without its challenges. “We live and breathe social media, but not every agency does. We often receive briefs that don’t feel right for the platform,” he admits. This deep understanding of social media has allowed Connect to take a hands-on role in shaping the content, ensuring it resonates with audiences.
The Evolution of Influencer Marketing
In the early days of influencer marketing, Leslie likens it to the “Wild West” – brands didn’t fully understand the space. “Now, brands know they need social media, but some still don’t understand how to make it work properly,” he says. It’s here that Connect steps in, pairing influencers with brands that make sense. “You wouldn’t use someone like Brandon to promote a makeup brand because it just wouldn’t feel authentic,” Leslie explains. The goal is always to create meaningful partnerships, not just cash in on an influencer’s following.
Looking to the Future
Leslie sees big changes coming for influencer marketing. While short-form content has exploded with platforms like TikTok, he believes we’ll see a shift back toward longer-form content. “YouTube is still where creators can really make a living,” he says. “It’s the only platform that can offer the kind of financial return that allows people to keep producing high-quality content.”
Leslie also highlights the growing trend of influencers creating their own brands and products. “It’s not just about getting a brand deal anymore; the smart influencers are starting their own businesses, launching their own products.” Connect Management is working on exciting projects, including a new AI-driven dating show where influencers are involved in every stage of production. “It’s about building something that lasts beyond the next viral video,” Leslie explains.
Steady Success Through Integrity
While Connect Management has grown quickly, Leslie remains focused on maintaining the core values that helped build the company: transparency, trust, and quality. “If you lose trust, you lose everything,” he says. For Leslie, it’s about doing things the right way, not rushing for the next big deal, but building partnerships that last.
As Connect continues to grow, Leslie’s approach is clear: by focusing on authenticity and long-term thinking, he’s helping influencers and brands navigate the complexities of this fast-changing industry. Though his rise has been quick, it’s Benjy Leslie’s thoughtful approach to business that sets him apart, ensuring that Connect Management is here to stay, evolving alongside the world of digital influence.
A version of this interview also features on TellyCast podcast.
