I was an early adopter of Instagram, drawn to the platform’s visual storytelling capabilities, which perfectly aligned with my background in graphic design. At the time, the concept of an “influencer” hadn’t yet evolved into what it is today. My focus was simply on sharing creative content and connecting with a like-minded community in New York City.
As brands started reaching out, I recognized the emergence of a new industry. With my experience in advertising agencies and my first role at Bon Appétit, I understood the potential for creators to become, in a sense, their own media outlets. This insight led me to craft a framework for content creation, one that emphasized authenticity when collaborating with brands while remaining true to my creative voice.
Untitled Secret was born out of my own experiences as a creator. I had never found an agency that truly understood the nature of social media, not just as a pursuit for individuals to build their personal brand, but as a powerful gateway to meaningful opportunities, both financially and professionally. So, I decided to build my own agency, which launched in 2020, as an extension of that understanding.
The core of Untitled Secret has always been its hands-on, creator-first approach. We prioritize a small talent-to-manager ratio, ensuring that each manager-creator relationship is personal, immersive, and forward-thinking. Our team takes a holistic approach to brand strategy, with frequent communication to ensure every creator is positioned for success. It's an agency built by creators, for creators.
One of the things I’ve found most rewarding about running Untitled Secret is the opportunity to blend my work as a creator with my role as an agency owner. We take our team on epic off-sites, ranging from domestic locations like the Finger Lakes and Jackson Hole, to more international destinations like Mexico and Sicily. These trips offer a chance to share my own lifestyle aspirations with the team, creating experiences that are beyond your typical corporate retreat.
The launch of the Pro Board takes this mission further by expanding the definition of influence. While "influencer" is often associated with social media, the Pro Board highlights professionals, entrepreneurs, and industry leaders whose influence extends beyond the digital realm. With members like Mélanie Masarin (Founder of Ghia) and Josh Greene (Interior Designer), the Pro Board acknowledges those who shape industries and drive meaningful conversations. It’s a natural extension of my own network, and we’re excited to offer this new platform that supports a wider range of influential voices.
It is fast and varied! Whether it's a food-focused gathering, a fashion influencer event, or a group known for elevated lifestyle content, there's always something unique happening. What I love most is that the content I create allows me to be a part of all these different communities. It's amazing to connect with so many energetic, dynamic, and funny people who have who have taken their passion and built the following.
Curating the roster at Untitled Secret is all about balance. Our approach has always been to work with creators who have a strong point of view and a distinct personality, people who connect with their audiences in authentic and meaningful ways. While they may specialize in specific verticals like food, fashion, interiors, or beauty, when you look at our roster as a whole, you see a dynamic and unified collection of voices.
As we continue to grow, both digitally and with professional talent, this ethos remains at the core of our strategy: to collaborate with people we genuinely believe in and are excited about. From the beginning, Untitled Secret has championed creators who shape culture, and now, with the launch of the Pro Board, we’re expanding that vision. We're not just managing talent, we're rethinking influence in the digital age, and expanding into new territories that extend beyond digital platforms.
Okay, I know this is a NYC-focused newsletter, but can I cheat and mention an LA-based couple? I’m completely obsessed with @levicoralynn and @willyum_conrad. TTheir ability to be personal, quirky, elevated, and use satire—and yet still be relatable and earnest—is truly impressive. Plus, they've completely nailed the couple influencer dynamic without coming across as cringe, which is no easy feat!
@aguynamedpatrick
@untitledsecret
@untitledsocial.co