Georgia McGillivray founded Auckland-based influencer marketing agency, The Social Club, in October 2015 and in less than four years has built it into what is still New Zealand’s largest influencer marketing agency. In May 2020, The Social Club was acquired by its new owners, Socialites Group.
The Social Club
While overseas, Georgia was exposed to and intrigued by the influencer marketing industry, which she had watched grow from a buzzword to a significant part of every campaign in the US, UK, and then Australia. She had learned that the industry in New Zealand was still very raw and uneducated. In late 2015, Georgia returned back home with a mission to help brands succeed through influencer marketing, and The Social Club was born.
The Social Club team are experts in creating powerful results-driven influencer marketing campaigns. The Social Club partners with brands and agencies (emerging and established) to help them engage and activate their audience authentically, to get the strongest ROI for their marketing spend. Whether a client is simply seeking influencers to attend an event, or looking for a full campaign strategy, the Social Club team will tailor a campaign based on the client’s needs.
Fast forward a few years and with more than 50% year-on-year sales growth, The Social Club is New Zealand’s largest influencer marketing agency, with a team of 14 working out of the company’s CBD headquarters. The Social Club has more than 11,000 influencers across New Zealand and Australia connected to their technology and works with brands including BMW, Fonterra, Air New Zealand and Visa.
Georgia’s passion for people and a drive to create value in every area of her life were ingrained in her from an early age. Her parents, Piera and James McGillivray, are successful entrepreneurs with a strong work ethic. Georgia has inherited a strong balance of her father's pioneering nature and Kiwi ingenuity, and her mother’s drive, empathy and leadership.
Georgia grew up on the beach in Christchurch with three younger brothers. After leaving school in sixth form (Year 12), she jumped straight into tertiary education, completing a Diploma of Graphic Design and beginning a Bachelor of Communication (majoring in Marketing & Media) at Massey University in Wellington.
At age 19, Georgia moved to California to attend The University of California, Santa Barbara, where she continued her degree. Working at an advertising agency in Santa Barbara was where she first discovered her passion for advertising and the social media world.
In 2012, Georgia returned to New Zealand briefly before moving to London for a year, and then settling in Melbourne. During this time, she worked at creative and digital agencies and start-ups, before landing in the digital team at Ogilvy Melbourne. Georgia worked alongside the head of digital to build Ogilvy’s digital and social capabilities from the ground up.
2019: The Drum’s 50 Under 30: outstanding women in creative and digital
2019: Stoppies : Georgia McGillivray: Finalist - Human of the Year
2019: TVNZ NZ Marketing Awards : Finalist - Marketer of the Year
2019: Social Media Marketer of the Year, Australasia - Finalist
In her spare time, Georgia’s other business passions include technology, advising on early stage start-ups in the digital/social landscape and keynote speaking.
But for the dedicated entrepreneur, life isn’t all work. Georgia lives in Point Chev, Auckland, and her key interests include travel, surfing, stand up paddle boarding, swimming, skiing, as well as health and wellness.