MrBeast is coming to Madison Avenue.
The YouTuber’s company, Beast Industries, is on the hunt for a VP of agency partnerships, CMO Insider can exclusively report.
This person will be responsible for serving as the “primary bridge between the MrBeast ecosystem and major agency holding companies (WPP, Publicis, Omnicom, IPG, Havas, Dentsu),” according to a job posting. (Perhaps this person could also flag that IPG is no more after its merger with Omnicom.)
MrBeast, whose real name is Jimmy Donaldson, is the world’s most-followed YouTuber, and Beast Industries encompasses a range of properties, including Amazon Prime Video’s “Beast Games” and the snack company Feastables. Beast Industries has secured brand partnerships with Salesforce, Starbucks, Lowe’s, and more.
The company has been beefing up its exec team with hires from major media companies like TikTok and NBCUniversal. (It’s also branching out into new areas, such as “AI native entertainment.”)
The listing for the VP of agency partnerships role says Beast Industries is looking for someone with experience in negotiating “high-value, multi-year master service agreements” — the contracts that define longer-term relationships between agencies and ad sellers.
It’s an important development in the evolution of MrBeast’s ad business as his company looks to translate its reach into something agencies can buy predictably and repeatedly.
Stefan Bardega, formerly an exec at the Dentsu agency iProspect and now at the communications agency IDX, said that hundreds of billions of dollars of ad spend is still deployed through the major ad holding companies.
“Even if creators want to go direct to big brands, they find procurement, measurement frameworks, and risk controls usually route budgets back through these global agency structures,” Bardega, who serves as IDX’s head of performance marketing, told me.
That means companies like Beast Industries, which are hoping to secure contracts with major holding companies, need to maintain predictable pricing and adhere to industry standards in areas like ad measurement.
“It has to be easy to buy, not just strategically right,” Bardega said.
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