Aug 20, 2026 · 17 min · 9 segments
In this episode of the Irish Marketing Podcast, we unpack the "Fox Pack", a collaborative initiative between Orchard Thieves and youth-marketing agency ThinkHouse designed to recruit and empower…
Daryl MoorhouseHost
Dave ByrneGuest
hello and welcome to the irish marketing podcast powered by imj and tinpop productions and on today's podcast we are talking about content creators influencer marketing and all of it through the guys of the fox pack which we'll be unpacking this is the group of online influencers recruited and assembled by orchard thieves in collaboration with think house for a project which began this year To tell us more about it, we spoke to Anna Walsh, who is the senior brand manager at Orchard Thieves, slash Heineken, and Dave Byrne, head of creative at ThinkHouse.
And we also spoke to one member of the Fox Pack, Laura Way, who spoke about her thoughts on this burgeoning market.
On today's pod, you'll hear us talking about just how gargantuan the creator economy is and how big it's forecast to become.
Goldman Sachs have estimated the creator economy to be worth about $300 billion today.
And how the key to success in terms of connecting with online audiences is now authenticity.
If you post something that seems a little bit too polished and it's out of character for your usual stuff, let your followers just drop.
Anna spoke about how working with emerging influencers encourages a fresh way of brand thinking.
I think what you'll notice, especially speaking with Gen Zs or any of our Fox Pack is they really have a no bullshit detectors.
And she even mentioned the possibility of creators sitting in on board meetings at Orchard Thieves HQ.
Read the full transcript.
Create an account to read the whole episode, search across every transcript, and follow the shows you care about.
hello and welcome to the irish marketing podcast powered by imj and tinpop productions and on today's podcast we are talking about content creators influencer marketing and all of it through the guys of the fox pack which we'll be unpacking this is the group of online influencers recruited and assembled by orchard thieves in collaboration with think house for a project which began this year To tell us more about it, we spoke to Anna Walsh, who is the senior brand manager at Orchard Thieves, slash Heineken, and Dave Byrne, head of creative at ThinkHouse.
And we also spoke to one member of the Fox Pack, Laura Way, who spoke about her thoughts on this burgeoning market.
On today's pod, you'll hear us talking about just how gargantuan the creator economy is and how big it's forecast to become.
Goldman Sachs have estimated the creator economy to be worth about $300 billion today.
And how the key to success in terms of connecting with online audiences is now authenticity.
If you post something that seems a little bit too polished and it's out of character for your usual stuff, let your followers just drop.
Anna spoke about how working with emerging influencers encourages a fresh way of brand thinking.
I think what you'll notice, especially speaking with Gen Zs or any of our Fox Pack is they really have a no bullshit detectors.
And she even mentioned the possibility of creators sitting in on board meetings at Orchard Thieves HQ.
