Vaynerchuk has confirmed a new partnership with affiliate marketing firm Paul Street.
Gary Vaynerchuk, chief executive of VaynerMedia, has partnered with Paul Street, an affiliate and performance marketing shop with clients like Branch furniture and IM8.
Paul Street has affiliate programmes that are purpose built for direct to customer brands.
The agency is a young company, founded just three and a half years ago, but is already one of the fastest growing affiliate and PR firms, generating over $1.4bn in affiliate revenue for clients.
It’s started out as a modern affiliate shop that focused on creator-led partnerships and had expanded into a full service marketing agency offering relationship-led strategy, editorial content, influencer marketing, brand and PR. Its influencer and celebrity network includes Giannis Antetokounmpo, Pamela Anderson, and Kevin Hart.
Vaynerchuk, who is also chair of VaynerX and has previously made successful early bets on companies like Facebook and Twitter, said: “Affiliate has matured into a mutation that is dramatically more important than it was over the last half decade to a decade.
“I have a long track record of investing and partnering in contemporary marketing and Paul Street is doing things that many of the Fortune 500 companies need, when it comes to contemporary affiliate frameworks and modern PR.”
Aaron Paul, chief executive and founder of Paul Street, added: ”Like he has for millions of others, Gary’s philosophy and ethos have shaped the way I think about building a company and advertising as a whole.
“To be partnering with him a decade later in a space that every serious consumer brand needs to get right is incredibly humbling. This isn’t about what Paul Street has already accomplished. It’s about what we can build together: a playbook that brings our affiliate and partner marketing approach to more brands, with Gary’s credibility and experience scaling VaynerX into a household name in advertising as a distinct advantage. We’re just getting started.”
The new partnership signals a vote of confidence from Vaynerchuk in the affiliate marketing landscape as it develops and evolves to the new search landscape.
Notably, Paul Street does focus on generative engine optimisation (GEO) and AI search discovery and understands how to bring brands into the answers of chatGPT and Gemini; which will be key as zero-click searches continue to rise.
