About

Mission

Novel Projects is an enablement-focused talent & creator consultancy. While data is an essential driver in my strategic approach, I believe that successful talent collaborations also require a shared mission or passion as a point of differentiation. Purpose is core to everything I do.

It’s this approach that allows me to move beyond transactional, one-note engagements to cultivate deeper relationships that are built on cultural relevancy and relatability, inspiring immersive storytelling and ultimately moving audiences.

Founder

Lauren McGrath has 15 years of experience working at the intersection of talent and brands. From forward-thinking strategy to complex program execution, Lauren has first-hand experience managing all aspects of the creator, celebrity and brand partnership life cycle.

Prior to launching her consultancy, Lauren was Vice President of Studio and SaaS Strategy at ACTIVATE, a leading creator marketplace and end-to-end platform. There, she designed influencer collaborations with brands including Walmart, Crayola, Amazon Studios, Athleta and Tinder.

Lauren was also Head of Talent and Influencer Engagement at Lippe Taylor where she was responsible for leading the agency’s influencer marketing efforts. She drove value and data-driven innovation through partnerships with leading creators and tastemakers for top beauty, consumer and healthcare clients.

Previously, Lauren was the Vice President of Talent Partnerships and Influencer Strategy at Refinery29, where she helped launch the company’s dedicated influencer division. She lead the New York-based team retaining cultural tastemakers, digital influencers and celebrities for an array of branded partnerships, ranging from sponsored content to full scale endorsement deals on behalf of top brands including L'Oréal, Google, Keds, Samsung, Cartier and Target.

She began her career in the Television department at Creative Artists Agency and later worked in content and talent development at Scripps Networks Interactive (now Discovery), the parent company behind lifestyle brands including HGTV & Food Network.

Lauren is a graduate of Fordham University and resides in New Jersey.