Dreamday Launches Influencer Division, Taps Reid to Lead Performance Push

LOS ANGELES, CA – April 02, 2026 – In a significant move to solidify its market position, award-winning agency Dreamday today announced the launch of a dedicated influencer division, a strategic expansion of its integrated “Performance PR” model. The agency has appointed Madeline Reid, a seasoned strategist with a background in luxury and consumer brands, as Associate Vice President of Influencer to spearhead the new initiative.

This development formalizes and scales a critical component of the agency’s suite of services, which already combines consumer PR, corporate communications, and full-funnel affiliate marketing. The launch signals a direct response to a growing market demand from brands for marketing partners who can deliver not just cultural buzz but also quantifiable, revenue-driven results.

Founded in 2019 by Lauren Kleinman, Dreamday has carved out a niche with its proprietary Performance PR model, which fuses the credibility of earned media with the trackable sales power of affiliate marketing. The addition of a formal influencer arm aims to create a fully unified ecosystem designed for modern brand growth, integrating creator partnerships seamlessly into this data-centric framework.

“Influencer done well is hard. It takes taste, relationships, and discipline to tie it back to real results,” shared Lauren Kleinman, Dreamday Founder & CEO, in the official announcement. “Madeline has all three and we're so glad she's here.”

A New Era of Performance-Driven Influence

The new division is set to offer a comprehensive, full-funnel approach to creator collaborations. The services are structured to meet brands at every stage of their influencer marketing journey, from generating initial awareness to driving final sales. The offerings are segmented into three core pillars:

• Earned Influencer and Product Seeding: This foundational service focuses on getting products into the hands of relevant influencers and VIPs to generate organic social media coverage. The agency emphasizes its ability to create bespoke creative mailers that cut through the noise and encourage authentic engagement.

• Paid Influencer Campaigns: For more structured initiatives, Dreamday will manage paid partnerships with creators across a spectrum of platforms, including Instagram, TikTok, YouTube, and the increasingly influential Substack newsletter ecosystem. These campaigns are designed to build dedicated content around key brand moments and product launches, incorporating commission-based affiliate programs on platforms like ShopMy and LTK to directly link influencer activity to sales.

• Talent and Celebrity Management: At the highest level, the division will handle end-to-end management of celebrity and major talent partnerships. This includes everything from initial vetting and outreach to complex contract negotiations and deliverable oversight, covering both one-off appearances and long-term brand ambassadorships.

This multi-tiered strategy reflects a sophisticated understanding of the creator landscape, where success is no longer measured by follower counts alone. By integrating these services into its existing Performance PR engine, Dreamday aims to provide clients with a holistic view of how influencer activities impact everything from brand perception to the bottom line.

Strategic Leadership for a Crowded Market

To lead this ambitious expansion, Dreamday has brought in Madeline Reid, whose appointment is as strategic as the division's launch itself. With over eight years of agency experience, Reid has a proven track record of leading influencer and digital strategy for some of the world's most recognizable brands. Her portfolio includes leading creator partnerships for global luxury players like Grey Goose Vodka, D'USSÉ Cognac, and St-Germain, as well as early-career work with consumer giants such as Magnum Ice Cream and Mountain Dew.

Reid’s background in the demanding luxury sector, where brand equity and cultural resonance are paramount, makes her a key asset. Her reputation for strong creative instincts and deep talent relationships is expected to be instrumental in shaping the new division's identity and success. In the creator economy, authenticity and relationships are the currency of influence, and Reid's expertise signals a commitment to navigating this complex terrain with nuance and precision.

This hire underscores a critical trend in the agency world: the strategic acquisition of specialized talent to drive growth and establish credibility in new verticals. As agencies expand, bringing in a leader with a proven track record can immediately elevate market perception and attract high-caliber clients. Reid will work alongside Senior Vice President of Growth, Veronica Gauthier, ensuring the new division is tightly integrated with the agency's broader growth objectives.

Capitalizing on the $24 Billion Creator Economy

The timing of Dreamday's expansion is no coincidence. The influencer marketing industry has exploded into a global powerhouse, valued at an estimated $24 billion in 2024, with projections showing continued aggressive growth. Brands are increasing their investment in the space, but with a crucial caveat: they are demanding a clearer return on investment (ROI).

The era of paying for posts and hoping for the best is over. Today's marketers are focused on performance-driven partnerships that impact the entire customer journey. Industry trends point towards a greater reliance on data to track everything from engagement rates to conversion and customer lifetime value. There is also a growing appreciation for the power of micro- and nano-influencers, who often boast higher engagement and more authentic connections with their niche audiences.

Dreamday's integrated model is uniquely positioned to thrive in this environment. By combining earned media, affiliate links, and now formalized influencer campaigns, the agency can offer a cohesive strategy that tracks a consumer from a piece of press coverage, to an influencer's TikTok video, through to a final purchase. This ability to connect the dots and attribute revenue across multiple touchpoints is precisely what modern direct-to-consumer (DTC) and enterprise brands are seeking.

Redefining the Agency Model for Modern Brands

Since its inception, Dreamday has catered to a roster of high-growth, category-defining brands that live at the intersection of culture and commerce. Its client list—which includes names like AG1, Ruggable, ILIA, goop, and Ritual—is a testament to its success in serving the needs of a new generation of digitally native companies.

These brands built their empires on data and community, and they expect the same from their agency partners. The formalization of the influencer division is a direct reflection of this client-centric philosophy. It's an acknowledgment that in 2026, influencer marketing is not a siloed tactic but a core component of the brand-building and revenue-generating engine.

By bringing this capability in-house and embedding it within its proven Performance PR framework, Dreamday is not just adding another service to its menu. It is reinforcing its central thesis: that the future of public relations is one where every action is measured, every channel is integrated, and every campaign contributes directly to tangible business outcomes. This latest move solidifies the agency's role as a key architect of this evolving landscape, building a unified ecosystem where press, partnerships, and performance converge.