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GroupM’s Inca seals influencer vetting partnership

By John Glenday | Reporter

GroupM

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November 25, 2021 | 3 min read

GroupM-owned influencer marketing solution Inca has launched a talent partnership initiative, with influencer marketing agencies Channel Mum and Sharper the first to participate.

The initiative bestows verified partner status to premium creators ahead of brand campaigns to give advertisers the confidence to fully embrace influencer marketing while simplifying the process of connecting brands and creators.

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There’s a trend for employing influencers to fast-track brands’ social media presence

Inca hopes to establish a pool of trusted talent for brands to turn to for their marketing campaigns, gaining the benefit of their social influence without the risks to brand safety. To ensure high standards all creators are vetted in advance by GroupM using software tools to weed out anyone associated with brand safety issues or ad fraud.

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Charlotte Hopper, Inca UK’s talent partnerships lead, said: “The mutually beneficial and transparent relationships this program fosters will help the industry to mature, offer accountability and create a responsible ecosystem.”

The fashion for employing influencers to fast-track brands’ social media presence has seen advertisers such as Missguided replace ad agencies with influencers, but this strategy can backfire. Several Chinese livestream promoters were fined for tax evasion, with blowback landing on the associated ad execs and brands.

In light of ‘influencer fatigue’ brands such as Made.com are prioritizing social purpose to drive positive sentiment.

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