Skye Lambley and Wilkinson.
Publicis Groupe Australia has launched Influential, a social and influencer agency that unites the company's social, content and influencer capabilities.
The agency is designed to connect brands with culture, creators and commerce through data, technology and cultural creativity.
It brings together Publicis Groupe Australia's media, creative and communications capabilities into an end-to-end solution for social and influencer marketing.
"The rise of influencers and content creators over the past 18 months remains a powerful marketing phenomenon. To truly optimise investment and impact in this space, an end-to-end solution is essential," said Publicis Groupe ANZ chief executive Michael Rebelo.
"By integrating our influencer expertise, platform, creative strategy, content production and social media buying, we now have Australia's most connected influencer and social agency."
The launch follows Publicis Groupe's acquisition of Influential in late 2024 and Captiv8 in May this year.
The Australian Influential team will be led by chief executive Skye Lambley, who leads the Influence Practice at Publicis Groupe ANZ including integrated PR agency Herd MSL and sustainability consultancy Salterbaxter.
She will head the new agency in partnership with newly appointed general manager Cat Wilkinson.
The team is made up of more than 30 cross-disciplinary social-first strategists, cultural creatives, performance marketers, content creators, platform and paid specialists.
"Clients need a truly connected offering that spans the full spectrum of social media. By bringing all our social expertise under one roof, we're delivering a unified, strategic solution that drives and measures clear business results," said Lambley.
Influential's model is built on four strategic pillars: Influence Intelligence using AI-powered insights to identify creators; Commerce-Led Creativity featuring embedded shopping formats; Cultural Co-Creation with campaigns developed with creators and communities; and Commercial Impact through a measurement framework linking social activity to business outcomes.
The agency's client list includes brands across telecommunications, FMCG, retail, beauty, food and beverage sectors.
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