Ogilvy UK has inked a deal with Instagram influencer marketing platform Takumi that will give clients like Bacardi and Skoda the ability to execute local campaigns with influencers in multiple languages quickly.
The agency says the global partnership will make it easier for brands to run multi-market campaigns by combining the abilities of Ogilvy’s existing InfluenceO tool with Takumi’s proposition — which uses tech to connect brands with suitable influencers.
At the moment, InfluenceO houses over a billion influencers across 60,000 categories. As well as pairing advertisers with creators, it also vets them and offers real-time measurement tools to help brands avoid issues that have plagued the industry, like fake followers and fraud.
The Takumi deal will let Ogilvy UK’s client roster – which includes Boots – scale influencer campaigns globally and run tailored campaigns with relevant influencers in local markets.
Rahul Titus, head of influence at Ogilvy UK said the agency had already experienced “phenomenal growth” when it came to influencer marketing services.
“The world of influence is changing dramatically, and brands need to harness the full spectrum of influencers to cut through the noise,” he added. “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.”
Ogilvy is among the many traditional agencies muscling into the influencer space. It’s joined by Havas, which opened its influencer arm Socialyse in 2017 and M&C Saatchi which acquired two influencer agencies last year to form a talent management division.
Despite brands increasingly giving influencers a bigger slice of their marketing budgets, just 4% of global internet users say they trust what influencers say online.