Dale Lovell is a veteran of the media and marketing industry, having worked at the forefront of digital advertising and native content. Now he is back, alongside Jack Gillespie with an innovative new venture, Loomify, in a booming sector, B2B influencer marketing, focused on independent newsletters and creators. We spoke with him about the model, the opportunities it presents, and how it is transforming business storytelling.

Can you explain what your new company does?

It’s about taking a publisher approach to campaigns, working with brands to connect with independent newsletters and creators.

When we launched, we debated whether we were an agency or not, but really we’re a partner in the modern sense. We work with agencies, big media groups, and directly with brands as a B2B influencer agency.

Which platforms are you focusing on?

A lot of our work is in the Substack space. With so many journalists leaving traditional media, there’s been an explosion of independent newsletters that are incredibly in-depth on niche topics.

Brands, particularly in B2B and thought leadership, can benefit from this approach. We partner with newsletter creators to help craft branded content that reaches highly engaged audiences.

How does that work for clients with complex messaging?

Take a biosciences brand for example. They want to communicate complex scientific research to scientists.

Traditional channels don’t always work for that. We act as a conduit, ensuring the content is credible and reaches the right audience through the right newsletters. It complements PR efforts, and we often work with PR agencies to amplify independent research to market.

Is it just Substack or do you use other channels?

It’s broader than Substack. For one client, we included an Instagram influencer with a strong science community to create awareness at the top of the funnel.

We combine that with niche newsletters for more targeted engagement. It’s about running campaign-based activity rather than a retainer model. My background in native advertising informs that approach, focusing on high-quality, campaign-driven content that grows influence.

Read more of the interview, here.