Matt Hay, co-founder of Latimer Group, will lead Bulbshare as managing director while Jack Woodcraft, co-founder of Latimer Group, will lead the Latimer agency as managing director.
"Because of the early success of Bulbshare and the potential scale for this product we knew it was critical that Bulbshare was seen as its own entity so it could maximise the global opportunities outside of the agency space," Woodcraft said.
Bulbshare works by building online customer communities who respond to briefs set by brands via an app. So far, it has access to a network of 50,000 built by Latimer.
In conjunction with the launch of Bulbshare as a standalone company, the group has also released a major update to the platform. Chief among the new features is the ability to identify the social reach and influence of community members.
The platform is already used in ten countries in EMEA and the US and has plans to expand rapidly this year.
"We felt it was the right time for Bulbshare to establish itself as a separate venture," Hay said. "Brands are failing to connect authentically with their audiences and we believe the best way of solving this is to start building campaigns and products directly with customers. Technology can play a key role in facilitating this process and we hope Bulbshare serves as an effective platform for audiences to play a far deeper role in shaping the brands and issues that affect their lives."