Backed by IBM Watson, the first ever post-influencer marketing platform, Props, was launched. Props is the first holistic marketing technology platform for authentic content creators and marketers. Along with the launch, the announcement also talked about Props’ leadership team, investors and advisors.
The company also completed raising $5.5 million in an investment round that witnessed participation from Paul Speaker, the co-owner and former CEO of the World Surf League; Hari Ravichandran, founder of the technology conglomerate Endurance and now the CEO and Founder of Jump Ventures; and Axispoint, a technology development firm specializing in content and blockchain applications.
Joseph Perello is the CEO of Props. Perello is the first CMO of the City of New York, appointed by Mayor Michael R. Bloomberg. He was also the Vice President of Business Development for the New York Yankees.
“Central to Props is respect,” explains Perello. “Respect for the relationship between creators and their followers. Respect for brands, who seek to become what people are passionate about, instead of interrupting their passions. And respect for the integrity of the content – that it was made from a place of authenticity – not contrived, forced or manipulated.”
Props’ Head of Product is Mary Aldon. She is an advocate for creating authentic connections between brands and professional creators. Prior to joining Props, she led enterprise-wide marketing technology implementations at Interbrand and Siegel + Gale.
Joining Perello and Aldon on the Props management team as the Head of Artificial Intelligence is Oliver Blodgett. Blodgett has spent the better part of the last decade working to commercialize IBM’s innovative and leading-edge artificial intelligence platform. He is also an investor at Props. Joining the team as the Head of Development is the founder of Axispoint, Scott Powell.
Props’ advisory board includes Google and YouTube veteran Rachel Lightfoot, who is also an investor in the platform and the founder and Chief Brand Builder of Catchfoot + Run. Former SVP of Hearst Digital Media, VP of Time Inc. Studios and VP of Strategic Solutions for Yahoo Lee Sosin also joined the advisory board along with author of the content marketing playbook, “Primal Branding” Patrick Hanlon.
Chief Communications Officer for Endurance International and SVP at Hertz and Loews Hotels, Lark-Marie Anton; Editor at Vanity Fair as well as co-founder and CEO of the Arnell Group, Sara Arnell and General Counsel and Chief Operating Officer of the New York Yankees David Sussman are also joining the board.
