Havas Media is seeking to stay on top of trendy influencers by launching its own dedicated team of experts in the UK within Socialyse, the network’s social-media division.
Socialyse Influence will be led by Jenna Walker, content and creative director of Socialyse, and Jess Rowntree, director of Socialyse. The six-member team also includes new hires Nik Speller, formerly with influencer marketing agency Three Letters, and Zoe Crook, from The War Agency.
They will work across all Havas clients to monitor and track influencer campaigns to ensure projects are cohesive, brand appropriate and accurately measured. The division's two priorities are "influencer marketing for brands and growing business leaders into influencers," says Havas.
The unit will also introduce a proprietary end-to-end tool later this year to incorporate identification metrics, brand-safety checks, influencer workflow management and real-time performance analytics.
“Our last few years of working in influence have shown us two things: Brand-safety measures are not fit for purpose, and measurement has been allowed to be weak," stated Rowntree.
"The media industry is so rigorous about measurement, but the measurement of influence work is comparatively unsophisticated. A lot of people are doing it intuitively and think that’s enough. But it’s a naïve approach," Rowntree added.
Socialyse Influence is driven by the growing demand for influence-led social media campaigns, which have generated a 300% increase in billings for Socialyse so far in 2017, compared to the whole of 2016.
“This investment in a standalone influencer offering reflects the growing need for a dedicated team of experts working on influencer campaigns," stated Paul Frampton, CEO, Havas Media Group. "The industry is proving slow to react to this rapidly emerging trend. At Havas, we have identified a need not only for campaign management but for strong brand-safety awareness and measurement effectiveness.”