Publicis Group ANZ launches innovative talent and influencer offering
Publicis Groupe ANZ is helping brands take full advantage of influencers and talent with its new FLUENT initiative.
Developed to consolidate Publicis’s talent, tools and technology for the benefit of maximum brand impact, FLUENT will focus on e-commerce partnership integrations, a ‘Return on Influence’ framework, and co-creation and influencer/talent identification.
At its core, FLUENT’s offering – FLUENT TALENT – will oversee its own talent roster and campaign casting for several channels, inlcuding TV commercials, “socially driven initiatives”, partnerships and outdoor advertising. Ultimately, the service will help create authentic connections to brands via its roster and collaborations with talent management agencies.
At a content creation level, FLUENT’s media strategy across earned, social, above the line and more is expected to innovate the collaborative ties between brands, talent and creatives through content that delivers business outcomes.
The aforementioned ‘Return on Influence’ framework was designed to help brands assess the ROI of their influencer and talent collaborations, with a particular focus on media and e-commerce.
At the same time, FLUENT will look into the potential of using e-commerce solutions “to solidify the impact of talent and influencers through shoppable content.”
“We are constantly evolving our services and solutions to ensure that we remain at the leading edge of marketing transformation that delivers tangible business results for our clients,” Publicis Groupe ANZ’s chief executive officer (CEO), Michael Rebelo.
“As we navigate a complex and always evolving media landscape, talent and influencers have become a critical part of the mix.
“With FLUENT, our focus is on creating strong connections between the talent and brands that influence Australians to act; while providing clients with a new robust measurement framework to track the return on their investment.”
HERD MSL ANZ and SalterBaxter Australia’s CEO, Skye Lambley, will lead the FLUENT team alongside the initiative’s director, Peter Galmes, and FLUENT TALENT’s head of talent & influencer, Christine Yangoyan.
Moving forward, FLUENT is expected to work closely with Publicis’s data, e-commerce and customer engagement specialists, such as Razorfish Australia’s managing director, Dan Tintner, and the CEO of Balance Internet Australia and Digitas, Davy Rennie.
“We believe in the impact Australia’s most influential faces can have in marketing campaigns, and the growing need for brands to be able to quantify this influence,” expressed Lambley.
“Our vision is to transform talent into dynamic storefronts, unlocking brands in the realm of e-commerce like never before and driving measurable impact through our ‘Return on Influence’ model to measure the power of talent.”
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Another confusing fiefdom at Publicis to add to the other 18 already in the building. Why not improve your current struggling brands (Arc, Balance, Digitas, Razorfish, Salterbaxter etc) instead of launching another new one.
Very late to the party to be making noise around influencers. Throwing in commerce and return on influence just makes it more cheesy. Feels like a few steak knives might be thrown in too.
Yes influencers promote products…this is not e commerce..not a solution etc. Surprised to see this from a respected group.