Publicis Groupe ANZ has introduced FLUENT, a new service aimed at enhancing brand impact through strategic partnerships with talent and influencers, which is now available to clients and talent through the holding group‘s agencies.
The FLUENT team will be led by Skye Lambley, CEO of Herd MSL ANZ and Salterbaxter Australia, in collaboration with Peter Galmes, director at FLUENT, and Christine Yangoyan, head of talent and influencer at FLUENT TALENT.
The team will work closely with specialists from Publicis Groupe ANZ in e-commerce, customer engagement, and data, including Davy Rennie, CEO of Digitas and Balance Internet Australia, and Dan Tintner, MD of Razorfish Australia.
FLUENT’s approach focuses on three main areas: identifying and collaborating with talent and influencers, integrating partnerships into e-commerce to drive conversions, and applying a proprietary ‘Return on Influence’ measurement framework to assess the effectiveness of these partnerships.
“We 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,” added Lambley.
“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.”
The ‘Return on Influence’ measurement framework is designed to quantify the ROI for talent and influencer collaborations. The framework will be particularly focused on e-commerce and media, exploring ways to leverage shoppable content to enhance the effectiveness of these partnerships.
A central element of FLUENT is FLUENT TALENT, a service designed to streamline talent discovery, management, and creative collaboration. The service will manage its own talent roster while also working with established talent management agencies.
FLUENT TALENT will be responsible for casting talent for a range of campaigns, including social media initiatives, TV commercials, outdoor advertising, and brand partnerships.
“As we navigate a complex and always evolving media landscape, talent and influencers have become a critical part of the mix,” said Michael Rebelo, CEO Publicis Groupe ANZ.
“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.”
The launch of FLUENT follows Publicis’ recent campaign with Zyrtec Australia, partnering with popular media figure Phoebe Burgess to create a storybook raising awareness of childhood allergic rhinitis.
See also: Phoebe Burgess and Zyrtec launch ‘Zach and Zoe’s Hide and Sneeze’ storybook via Publicis Groupe
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Top Image: Peter Galmes, Skye Lambley, Dan Tintner, Davy Rennie & Christine Yangoyan