behind the collab: lily lauzon on POM Talent's partnership success

events, authentic partnerships, and advice

This issue of behind the collab, we spoke to Lily Lauzon, founder of POM Talent. Lily gave us the inside scoop on their collabs, including a standout presence at Coachella, and upcoming plans for an exclusive NYC event. She shared insights on fostering authentic brand partnerships and offered advice for budding talent managers. Enjoy!

xx- Juliann + Melanie

Tell us about your most recent POM Talent collaborations.

We have collabs going live almost every day which is amazing!! We just got back from weekend one at Coachella where two of our Creators were in attendance. One of them went with the adidas team and the other did the Camp Poosh event where we brought in brand partners.

How have you worked with brands on events?

Yes, we love working on events with brands! Coachella was a big one but we also love doing smaller intimate events. Last year we did a Dolce Vita event with 2 of my LA-based Influencers where they hosted their closest girlfriends. It was such a beautiful and special experience.

We want to do a POM Talent event next! Hoping to do it in NYC and get all the girls together for a weekend event where we invite brands and agencies to come connect and meet us IRL.

What should the creator and brand consider to ensure a successful collaboration?

Both the Creator and the brand must keep authenticity at its core. I've found that my Talent prefer when they have creative freedom because that is what they're best at! Most campaigns perform the best when it captures both the Creators’ authentic voice and style while also achieving the brand's overall goals and vision.

I also think transparency is really important. When a brand makes an offer, they should be fully transparent with the full scope of work before sending a contract. I see this happen all the time, a brand shares an offer, we align then we review the contract and there are added terms that were never previously discussed.

To ensure a successful partnership and sustain relationships, it's best to share everything upfront so the Creator can make their decision before feeling in a 'take it or leave it' situation.

What advice do you have for talent managers starting their careers in this space?

Go for it! My best advice is to believe in yourself. Be selective with the Talent you work with. Less is more! Cultivate meaningful relationships with each and every one. Learn to ride the waves in this industry, cheer your Creators on!!