The agency’s head of strategy, Ryan McFadyen, was in New York to meet the influencers invited to Martell HOME Live, and to assist them in creating relevant content that resonated with followers and the brand’s ethos.

Based in Cape Town, and with offices in Johannesburg and London, HaveYouHeard was appointed in 2018 after it conducted influencer workshops for the MMPJ brand and insights teams in Europe.

Its first task as global agency-of-record was an in-depth study on the various influencer tribes in key markets for G.H. Mumm and Perrier Jouet. The learnings and insights from this study were then used to shape the brand’s global influencer programme.

"To say we are excited to be working with the MMPJ team worldwide is an understatement," says McFadyen. "We’re honoured [that] the team regards our approach towards influence marketing as leading the field, especially seeing as the team had consulted with several major influencer agencies from other markets."

Martell’s marketing outreach — Martell HOME — recognises that humans are changing the way they socialise. According to PR Week in the United States, 55% of Generation Z and Millennials define the term ‘community’ by shared interests and mindset without regard to shared geography.

Aiming to bring the 'HOME' concept to life, Martell HOME Live is the world’s first interactive physical/digital late-night show broadcast from a party hosted and created by 'those shaping social lives today'.

For the event in New York, HaveYouHeard aimed to identify seven connected individuals who knew, admired, respected and enjoyed each other on the day of the event. They were Allison Graham, Julio ‘The Whooligan’ Galvez, Kitty Cash, A$AP Nast, Leo Chan, Bryan Griffin and Meyhem Lauren.

"All influencers created incredible content that clearly depicted the event from their point of view. It was authentic, fun and added to a positive perception of Martell HOME Live, building a solid foundation for the episodes to come," says McFadyen.

"The supplied content fits well within their aesthetics and their standards. While all seven individuals fitted comfortably within the brief and Martell influencer profile, they also fed off each other’s energies to add to the positive atmosphere of the event," McFadyen adds.

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