Publicis Groupe ANZ has launched talent and influencer offering FLUENT.
FLUENT integrates three capabilities: talent and influencer identification and co-creation; the integration of partnerships into e-commerce that drives conversions; and a proprietary Return on Influence measurement framework.
“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," ANZ CEO Michael Rebelo said.
"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.”
Core to FLUENT is a one-stop shop that streamlines talent discovery, management and creative collaboration. Named FLUENT TALENT, the service will manage a stable of its own talent in addition to casting for campaigns across channels including socially driven initiatives, TV commercials, outdoor advertising and partnerships.
FLUENT TALENT will identify connections to brands by leveraging its curated roster, while also collaborating with established talent management agencies to ensure authentic brand placements.
The FLUENT team will be led by Skye Lambley, CEO of Herd MSL ANZ and Salterbaxter Australia, in partnership with Peter Galmes, director at FLUENT, and Christine Yangoyan, head of talent & influencer at FLUENT TALENT.
The team will work closely with Publicis Groupe ANZ’s specialists in e-commerce, customer engagement and data, including Davy Rennie, CEO of Digitas and Balance Internet Australia, and Dan Tintner, managing director of Razorfish Australia.
Lambley said the teams 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.
"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," she said.
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