Performance marketing firm, Tinuiti, is launching an Influencer Marketing unit and has hired Crystal Duncan as senior vice president to helm it.
Duncan has worked with brands like Starbucks, Microsoft, Unilever, TJMaxx, and eBay on influencer and
social-driven programs. Most recently, Duncan spearheaded the growth at influencer shop, Izea. Duncan will report to Obele Brown-West, Tinuiti's Executive Vice President and Head of
Brown-West said the company has been “piloting influencer marketing for over a year, and plans to marry these learnings with Crystal's expertise for an official go-to-market later this year.”
Tinuiti will utilize influencers across the entire customer journey and it plans to build its own influencer platform using Mobius, the company’s AI-enabled marketing intelligence and media activation technology.
The future Influencer division will have the capabilities to handle Acquisition Media, Addressable Media, Earned/Owned Media, Creative, and Analytics.
The pilot program has worked with varying clientele, including those in the retail and B2B space.
"Tinuiti’s Influencer offering is not beholden to any one network or roster. We are agnostic and tap the appropriate talent and Influencers for each of our programs for our clients,” added Duncan. “We run the gamut, offering micro/nano-Influencer through celebrity talent, based on KPIs and needs for each campaign. Ultimately, we are putting together custom, results-driven campaigns based on client business goals.”