In its new form, the agency will manage editors and writers who cover creative topics, including freelance reporters for publications like GQ and Mr Porter.

While photographers, artists and other types of creatives have long worked with agents to secure contracts and commissions, journalists are typically left out of talent management, Loughlin Joseph said in a statement about its relaunch. As the scope of traditional media shrinks, more and more writers are pivoting to in-house brand content, creating an opportunity for an agency to facilitate these new opportunities.

“Language is continuously overlooked and underserved in branding,” Loughlin Joseph founder and director Ruari Mahon said in the statement. “We understand that brands are micro-media platforms in themselves, and products and imagery no longer speak alone.”

So far, the firm’s clients include Guardian contributor Jude Rogers and Wallpaper* editor Nick Compton.