Publicis launches Australian arm of Influential, a ‘next-generation’ social agency
Publicis Groupe has announced Influential is expanding into Australia.
The global group acquired Influential in late 2024, and said the new local offering will unite its social, content and influencer capabilities under a single brand in Australia. Influential appears to replace Fluent, which it launched in August last year to help brands take full advantage of influencers and talent.
Influential is billed as a “next-generation influencer and social agency” which will “redefine how brands connect with culture, creators and commerce”.
The announcement said it already had clients spanning verticals including telecommunications, FMCG, beauty, and food and beverage.
Influencer marketing and these agencies are a dime a dozen now. Wonder how this will be different.
These platforms are like the open web for programmatic. Cheap inventory sold at a high margin. Classic agency.