Red Agency Group launches new influencer marketing program headed up by Martin Harkin
On a mission to stay at the forefront of the continually growing and evolving influencer marketing industry in Australia, Red Agency has today announced its new ‘REDefining Influence’ program. The driving goal is to enhance the Red Agency Group’s standing as Australia’s go-to influencer marketing experts, re-defining its practices in the process.
The team will be led by Red Agency’s head of influencer marketing, Martin Harkin (pictured above left with James Wright, CEO, Red Agency APAC and chief commercial officer, Havas Group ANZ).
Since influencer marketing became a prominent channel of choice for marketers in recent years, Red Agency has been steadily cementing its reputation with clients as a leading authority in the space. This has mainly been achieved through numerous successful influencer engagement practices and campaigns for brands such as Toyota, Heineken, Menulog, Booking.com and Bio-Oil.
Now the agency is taking its collective expertise to the next level, with the REDefining Influence program implemented across offices in Sydney, Melbourne and Brisbane. It will be directed by a dedicated team of influencer marketing specialists from both PR and social backgrounds. The team are tasked with redefining ‘best in class’ influencer marketing strategies and tactics, for both clients and creating new initiatives and solutions based on emerging market trends.
Over the coming months, Red Agency will host multiple influencer-based thought-leadership events, run tailored workshops for existing clients and offer consult services to new business prospects and influencers themselves.
Says Harkin on the reasoning behind the development of the program: “The term ‘influencer’ has almost become a dirty word, mainly because it is so all encompassing resulting in people losing sight of what it really means. Content creators, distributors, narrators – there are many alternative terms going around. However, they all still fit under the pure definition of an influencer – someone who can affect the behaviour of others. We want to redefine not only how we approach the industry, but also how people view the term influencer to take in all the possibilities that entails.
“It’s important to consider this current iteration of influencer marketing – the social media influencer age – is still in its infancy. It is constantly evolving and still needs direction and leadership – that’s where we see ourselves coming in. The REDefining Influence program is us re-setting and re-defining how we do things to ensure we are continually best-in-class.”