Creative communications and PR agency Red Havas has launched SWAY - a specialist end-to-end influencer marketing division.
The global offering, born out of Australia, aims to enhance the agency’s existing influencer practice.
The roster of influencer-led work includes the likes of spirits brands Hendrick’s Gin and Monkey Shoulder, motoring giants Lexus and Toyota, and iconic Australian favourites MILO and Hungry Jack’s.
SWAY by Red Havas is the result of increasing recognition of influencer marketing as a performance channel, and encompasses global centers of excellence in Australia, Asia, Europe, North America and the Middle East.
Tina Provis, a former Love Island winner and accomplished creator, will be part of the global leadership group for SWAY.
James Wright, global CEO of the Red Havas Group and global chairman of the Havas PR Global Collective, said more brands than ever before are adapting their broader strategy and communications to include significant influencer activity.
“Some even put influencer marketing front and center, recognizing them as a full-funnel marketing channel," said Wright.
"It’s no longer about just a paid transaction. Brands are building long-term relationships with influencers who are advocating their messages and experience.
In launching SWAY by Red Havas, it's evolved its distinct borderless merged media model to ensure influencer work has its own dedicated seat at the table, said Wright.
“Across the Red Havas Group we have been working in this area for a number of years now and presently are working with more than 100 brands and organizations on their influencer activity, so it's a natural next step to formalize and focus on this as a global practice," he said.
The SWAY specialists will also drive the influencer agenda at an industry level through annual market-leading trends and insights, creative workshops led by the in-house specialists, and panels with partner talent agents.
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