Night, the talent management firm behind creators like Kai Cenat and 9-year-old Christian Joseph Savasta known as “The Rizzler”, has rolled out a new marketing agency, Night Advisory. The new agency is designed to serve as a bridge to cultural relevance for brands looking to connect with young, digitally savvy audiences. Its main focus is guiding clients in shaping creative and social media strategies, with the added advantage of access to Night’s roster of high-profile creators.
“This isn’t a traditional Hollywood management company – we wanted to be at the center of internet culture,” said Reed Duchscher, CEO of Night, which he established in 2015. Today, the Dallas-based company manages more than 200 creators across YouTube, TikTok and Twitch.
Duchscher explained that over the years, brands had frequently reached out to Night for guidance on social and creator marketing strategies. However, the company remained focused on talent management up until NASCAR’s chief brand officer, Tim Clark, sought Duchscher’s advice on how the organization could navigate the digital landscape and connect with younger fans. That request, Duchscher noted, was the spark that ultimately led to the creation of Night Advisory.
According to Duchscher, NASCAR has been one of Night Advisory’s first clients, with the partnership running for the past eight months. During that time, the agency has revamped how NASCAR produces and shares social content around its races, giving the brand a fresh, more engaging approach to digital storytelling.The agency’s work with NASCAR is separate from the company’s search for a lead creative agency, a Night spokesperson said.
The founder shared that he has so far assembled a four-person team of creative strategists for Night Advisory, all of whom bring prior agency experience. He expects the team to expand as the agency deepens its work with NASCAR, World Poker Tour, and other early clients that Night has not yet disclosed.
“We have been at the center of internet culture for the last 10 years,” Duchscher said, “and it just feels like the right moment for us to start helping some of these brands, given our seat inside of this culture.”
The official debut of Night Advisory comes at a moment when more brands are searching for agency partners to make social media the backbone of their marketing strategies. With creator-driven content often outperforming brand-produced posts, creators are increasingly central to these social-first approaches.
