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The Danish newspaper Ekstra Bladet is strengthening its position within influencer marketing with the launch of the influencer agency Thirty7.
After a year and a half of growth and successful collaborations, the influencer business is now becoming an independent business area with its own identity and strategy.
A natural development
Since the summer of 2023, Ekstra Bladet has been building a commercial division focused on influencer marketing, signing several influencers and managing their commercial partnerships.
Last year, revenue grew significantly, and more influencers joined the team. With growing demand and continued expansion expected in 2025, it's time to strengthen the brand’s presence in the industry with a distinct name and clear positioning.
“2024 was a record year in several areas. We grew our influencer revenue by 64%, signed several talented influencers, received a Rambuk nomination, and expanded the team with another employee. We are, of course, incredibly proud of that, but it also led us to rethink our setup,” says Marie Johanne Bavnhøj, Head of Influencer Marketing at Thirty7, and adds:
“To take the business to the next level and establish a stronger market position, it feels like a natural step to now launch Thirty7 as an independent agency with its own identity.”
According to Ekstra Bladet's Ad Director, Thomas Lue Lytzen, this makes perfect sense:
“Traditional media really only have two options: either try to maintain revenue through classic display advertising, which is under heavy pressure, or evolve and take up more space in the advertising market value chain. At Ekstra Bladet, we’ve always focused on development. We were the first to launch a high-quality video product with EB Play, the first among media to use first-party data, and now we’re freeing our influencer marketing efforts to give them the best growth opportunities.”
Thirty7, named after its location at Rådhuspladsen 37 in Copenhagen, currently represents four established influencers: internet phenomenon Anders Hemmingsen, TV personality Nadja Hansen, satire profile Besked fra Aula, and celebrity chef Casper Sobczyk. Together, they have more than 2,500,000 followers across Instagram, TikTok, and Facebook.
“It’s been a conscious strategy to assemble a small team of handpicked profiles with high impact, each strong within their own niche and reaching different target audiences – from the general Danish public to young people, families with children, and both men and women. This way, a wide range of advertisers can reach their audience on social media with strong reach via one or more of our influencers,” explains Marie Johanne Bavnhøj.
Focus on core business and cross-platform opportunities in 2025
Although Thirty7 is now established more independently, there will still be a focus on cross-platform opportunities between influencer marketing and other advertising products at Ekstra Bladet and within the JP/Politikens Hus group.
“We’re part of Denmark’s largest media house, and that gives us, as an influencer agency, a unique opportunity to develop campaigns across our media outlets, influencers, and platforms. This adds a new dimension to single influencer activations, while also allowing us to develop creative concepts for our clients that bring multiple formats into play. That said, the primary focus in 2025 is to grow the core business and the influencers the agency represents,” says Marie Johanne Bavnhøj.
