Luc Wiesman, the founder of lifestyle publication DMARGE, has launched a new creator-led social media agency, Feedstar,

The new venture seeks to apply the DMARGE team's digital publishing expertise to the realm of social media, offering strategic, creative and management solutions for brands targeting Millennial and Gen Z audiences.

The agency will use a creator-led approach, utilising real customer insights to develop authentic, brand-aligned content and strategies.

"Rockstars, Popstars, Superstars….we’re now living in the age of the ‘Feedstar'," said Luc Wiesman. "Originating from a publisher’s understanding of what pops and what flops on social media, Feedstar aims to change how brands engage with their audiences. Our collective experience working with a diverse range of influencers and creators helps brands navigate the complex landscape of digital influence, distinguishing between the good and bad."

Creative Lead at Feedstar, Romer Macapuno, said: "‘Australian marketers need to move away from their ‘everything needs to be brand perfect thinking and realise it’s the low-fi stuff that often performs the best."