Ogilvy UK strikes influencer deal with Instagram specialist Takumi

There are influencers all over the place it seems. Ogilvy UK’s InfluenceO “proprietary influencer tool” claims to host over one billion of them in 60,000 categories. Which makes you wonder how high (or low) the bar is set to be deemed influential.

Anyway, InfluenceO is partnering with Instagram influencer specialist Takumi – a relative veteran of the business as it started in 2015 – to provide a GDPR-compliant network which, they say, provides robust measurement in real time to, amongst other things, “mitigate” fake followers. What about fake influencers?

Ogilvy UK head of influence Rahul Titus says: “As more and more businesses are realising the impact of influence, we’ve experienced phenomenal growth in this area, especially as clients require influencer marketing not just across their offering, but across countries as well. The world of influence is changing dramatically and brands need to harness the full spectrum of influencers to cut through the noise.

“This is a great milestone in our development as we continue to be able to work with Takumi to ensure the right brands are working with the right influencers, and we’re able to continually advocate for transparency and tackle fraud in the space.”

Takumi CEO Adam Williams (above) says: “We are delighted to be working on this partnership with Ogilvy, executing localised campaigns with influencers in multiple languages. Our fantastic team and multi-market capabilities have created this exciting opportunity for brands to tap into the powerful creativity and influence of our Instagram content creators at scale.”

Must be like herding cats..

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About Stephen Foster

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Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.

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