In October 2023, Lara Dowd founded Talent Atypical, a new creator management and consultancy firm focused on educating and elevating diverse creators, as well as prioritising honest, personalised representation. Lara’s experience spans 15-years, working with talent, artists and entertainment brands in the early social media days (hello, original MySpace) through to content partnerships, digital advertising and, of course, creator marketing.

Before launching Talent Atypical, Lara was previously the Global Creator Marketing Lead at King, the games studio behind the hit “Candy Crush Saga”. At King, Lara led the company’s first ever creator-led initiative, “Candy Cave”, which clinched two Gold Awards at last year’s Global Influencer Marketing Awards.