Ogilvy Creates Influence Shield To Address Controversial Influencers

by Fern Siegel , July 23, 2024

Influencer marketing is big business — but it also carries big risks.

To help brands deal with social-media influencers who risk damaging companies paying millions for their endorsement, Ogilvy has launched Influence Shield.

The Financial Times first reported the news.

The WPP-owned ad agency's new service says influencers are key marketing tools. Paid celebrities and sports stars, often known as micro-influencers, can quickly appeal to targeted groups.

While such influencers can be highly effective, they can also cause harm to a brand, resulting in a political or cultural backlash impacting reputations and bottom lines. For instance, Adidas dropped Kanye West's Yeezy brand after appearing with White Lives Matter apparel and making antisemitic statements.

Brands also distanced themselves from Sean Combs after accusations of sexual abuse emerged.

Now, Adidas has pulled images of model Bella Hadid, who has been accused of antisemitic remarks by the Israeli government.

Ogilvy considers Influence Shield as a risk-management service. Companies can assess threats to their brands and the agency will help with crisis strategies and responses. It monitors social media 24/7.

“Influencer marketing has become such a dominant force it represents the new frontier for brand reputation,” Toby Conlon, global head of crisis and risk at Ogilvy PR, told the Financial Times. “Many businesses are finding out the hard way.”

agency, influencer marketing, social media

Next story loading