On December 16, 2024, Dentsu introduced Dentsu Influence, a cutting-edge approach to influencer and creator marketing that leverages data and creativity to deliver measurable business results. This innovative system enhances Dentsu’s global influencer marketing capabilities, providing brands with a comprehensive solution tailored for the evolving digital landscape.
At the core of Dentsu Influence is a unified operating system that allows brands to engage audiences by delivering personalized content. This system surpasses traditional influencer databases by offering access to a vast network of creators. Generative AI plays a crucial role in continuously analyzing data to refine campaign strategies.
Key features of Dentsu Influence include a central dashboard for tracking creator performance and an end-to-end measurement system that monitors real-time engagement metrics. The EMEA rollout is supported by the EMEA Influence Hub, which standardizes practices across the region. Additionally, Dentsu has established Centres of Excellence across the EMEA to enhance its influencer marketing capabilities.
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Jessica Tamsedge, Executive Sponsor for Dentsu Influence EMEA, highlighted the importance of community and trust in brand-building, while Emma Odendaal emphasized that effective measurement is crucial for linking influencer activities to significant business outcomes.
Dentsu has also partnered with Primetag to enhance transparency in influencer marketing, enabling brands to track the impact of influencer activities on sales and store visits. This partnership aims to provide brands with unparalleled visibility into their influencer campaigns.