Night, a talent management company representing more than 200 creators, has launched Night Advisory, a marketing division focused on connecting brands with digital content creators. The new unit emerges after multiple brand inquiries seeking guidance on influencer marketing strategies.

“We’ve received dozens of requests from brands over the years to help them shape their social and creator marketing strategies,” Night founder and CEO Reed Duchscher told Ad Age.

Night Advisory currently operates with a four-person team, including two strategists formerly employed at influencer marketing firm BENlabs. The division positions itself as a “gateway to cultural relevance for brands targeting young, digitally native consumers,” according to Ad Age.

NASCAR Partnership

NASCAR stands as one of Night Advisory’s first clients, alongside the World Poker Tour and several unannounced brands. According to Sports Business Journal, the racing organization engaged Night Advisory eight months ago when NASCAR’s Senior Vice President & Chief Digital Officer, Tim Clark, approached Duchscher.

Clark sought to “understand this new world of the internet and how [NASCAR] could start reaching a younger audience,” Duchscher explained.

Night Advisory has since revamped NASCAR’s social media content strategy, focusing on racing events. The partnership brought nine-year-old content creator Joseph Savasta, known as “The Rizzler,” to the February Daytona 500, creating social media posts across NASCAR and Savasta’s channels.

The agency also facilitated a visit by YouTuber Din Muktar (Agent 00) to Daytona International Speedway in August 2025, where he produced a four-hour livestream from the track. Night confirmed this work operates separately from NASCAR’s ongoing search for a lead creative agency.

Future Content Creation Opportunities

Night Advisory plans to position creators to cover upcoming events for its partners, according to Tubefilter. The World Poker Tour partnership will include creator activations at poker stops.

While Night previously worked extensively with MrBeast, the company now leverages its broader talent roster following their 2024 split. Current Night clients include Kai Cenat and The Costco Guys, among others.

The agency expands into influencer marketing services as brands increase spending to connect with creators who can introduce them to targeted consumer demographics, particularly in sports marketing.