At The Place with Our Founder, Shanley Gibb
Shanley Gibb is a digital strategist and powerhouse in the food and beverage industry, known for creating buzz-worthy campaigns, high-impact digital strategies, and strategic partnerships that elevate brands across all platforms.
With ten years in the industry, a deep-rooted love for food, and a passion for working with North America's top culinary talent, she’s become known as the “chef whisperer”. As a culinary talent manager, she has helped put a spotlight on chefs and food creators across North America, taking their talents from the kitchen to the world of social media, live events, and even the pages of best-selling cookbooks.
We sat down with Shanley to find out how she started the agency, where she finds new talent and partnerships and what we can expect to see from her and The Place & Co. this year.
How did you get started in digital marketing and talent management?
I actually began my career in fashion PR, but my path took an exciting turn when I landed a role at a boutique food and beverage marketing agency that specialized in social media. There, I worked on accounts like Club House for Chefs and McCormick for Chefs. I quickly became known as the “chef girl” and discovered a real passion for food marketing.
That experience led me to become a partner at a digital marketing and talent agency, where I managed social media for food and agriculture brands, curated and executed influencer campaigns, and represented chefs and food creators. It was the perfect opportunity to dive deep into the digital space, refine my skills, and carve out a niche in both marketing and talent management.
Why did you decide to launch The Place & Co.?
After spending the last decade working at food and beverage agencies, I knew it was time to take everything I’d learned - my experience, industry connections, and fresh ideas - and build something of my own from the ground up. I wanted to create a space where I could collaborate with clients who share a genuine passion for the food and beverage world, and help bring their talent to a wider audience. Once I made the decision, I took the leap and I haven’t looked back since.
How did you come up with the name for The Place & Co.?
Whenever you’re talking to your friends, colleagues or clients, you’re always like, have you tried this place? That’s the place for this. You know the place? Violia, The Place & Co. seemed like the perfect fit because my goal is to create the place to be for influencer marketing campaigns and talent management.
How did you come up with the look, feel and overall branding for The Place & Co.?
When I started envisioning the branding for The Place & Co., I knew I wanted it to feel timeless, classic, and instantly recognizable. I was inspired by the elegance of Ralph Lauren, the warm, aspirational world of Nancy Meyers, and the effortless charm of the Hamptons. From there, I created a mood board and collaborated closely with my branding and design partner, Danielle, to bring the vision to life. My hope is that one day, The Place & Co. becomes an iconic, household name in the industry.
What have been the biggest challenges in starting The Place & Co.?
One of the biggest challenges has definitely been navigating the financial side of the business. In my previous roles at agencies, that wasn’t something I had to focus on, so it’s been a learning curve stepping into that responsibility. Thankfully, I’ve got the right support: QuickBooks, a fantastic accountant, and a dedicated bookkeeper. Who’ve all been instrumental in helping me stay on top of things and grow with confidence.
What has been the biggest reward in starting The Place & Co.?
Without a doubt, the biggest reward has been seeing my vision come to life and getting to work with some of the most talented creators I’ve ever met. It’s incredibly fulfilling to build something from the ground up and collaborate with people who inspire me every single day.
What do you look for when bringing on new talent?
When considering new talent, I look for a few key things:
Do they have a unique content hook that fills a niche on our roster?
Are they consistent and active on social media?
Is their engagement strong and authentic?
Are they already partnering with brands or showing clear potential to do so?
And just as importantly, are they easy to work with, and do our personalities align?
It’s not always about the size of their following. I’m looking for a solid foundation we can build on together. If the potential is there, and the fit feels right, that’s where the magic happens.
How do you find new partnerships for your talent?
There are a few key ways I discover new partnerships for the talent I represent:
Agency outreach: I regularly connect with marketing and PR agencies—both ones I’ve built relationships with and new ones I seek out based on their client lists.
LinkedIn: I’m constantly scanning LinkedIn to see who’s working where and which accounts they’re managing. It’s a goldmine for staying updated and finding new opportunities.
Social media: Never underestimate the power of a DM. A simple message can spark a conversation that leads to unexpected and exciting partnerships.
Collaboration with my talent: I spend time understanding what’s going on in their lives, what they’re passionate about, and what they want to focus on. This helps me craft pitches that feel natural and lead to the most authentic, organic partnerships.
At the end of the day, the best collaborations come from a mix of strategy, curiosity, and staying truly connected to the talent I work with.
One piece of advice you’d give to someone looking to start their own agency?
Believe in yourself and trust your expertise—you know what you’re doing, and you’re great at it. Confidence is key, especially when you’re building something from the ground up.
Also, don’t underestimate the power of your network. In the agency world, relationships are everything. Lean on the people you know, and don’t be afraid to reach out, ask questions, or open doors. Most opportunities come from genuine connections.
What can we expect from The Place & Co. in 2025?
In 2025, we’re going to really hone in on building and strengthening our talent's brands, while expanding their partnerships. At the same time, we’ll be growing the agency itself and putting a stronger emphasis on The Place & Co. brand. The more we promote our own agency, the more opportunities it will create for both our services and the incredible talent we represent.