Devotion Hires Ed Victori as Chief Operating Officer
The advertising firm brings on a former United Talent Agency executive to lead its ongoing operational expansion.
Updated on Oct. 16, 2026 in Advertising
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Devotion has officially hired Ed Victori to serve as the firm's new chief operating officer. The company plans to utilize his leadership to accelerate its expansion efforts as it scales its creator-focused advertising platform.
Why it matters
The hire comes as social media algorithms shift reach from followed accounts to topic-based content, forcing brands to rethink how they engage audiences. Devotion is positioning its operational leadership to capitalize on this changing landscape.
Devotion has activated over 50,000 creators to produce 80,000 pieces of content for more than 30 clients. The firm generates seven figures in annual revenue while maintaining a proprietary platform for brand safety and creator payouts.
The players
Ed Victori
He is the newly appointed chief operating officer of Devotion who previously worked at United Talent Agency.
Devotion
This is a New York-based advertising firm that manages creator content and brand partnerships.
The details
Devotion, which launched in March 2026, utilizes a proprietary platform to manage outreach and compliance for brand safety. The firm provides a cost-effective alternative to conventional influencer marketing by leveraging topic-based discovery.
Timeline
March 2026: Devotion launched its operations.
October 16, 2026: Devotion hired Ed Victori as COO.
Market Landscape
The firm is scaling its operations to compete against traditional, high-cost influencer programs that rely on outdated reach metrics. By prioritizing topic-based discovery, Devotion is positioning itself against agencies tied to conventional talent management models.
Brands working with Devotion can expect more efficient content production costs, with the platform offering a $10 CPM compared to $100 to $300 in conventional programs. This shift potentially lowers the cost of entry for businesses seeking to launch creator-driven campaigns.
The takeaway
The move underscores how agencies are prioritizing technical scalability over traditional celebrity-led influence. Businesses should evaluate whether their own marketing strategies are optimized for algorithmic reach rather than legacy follower counts.
Further reading
For more context on the current industry climate, visit the Advertising section.
Source note: This article includes information reported by Adweek.
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