Good Relations has launched a specialist influencer marketing division, Good Influence, that it says will enable clients to identify, deliver and measure influencer marketing strategies.
Good Influence launches with a “proprietary algorithm” that enables brands to analyse the engagement value of the influencers they plan or are already working with.
The division aims to build on the influencer relations programmes the company has already been delivering for clients such as Pilsner Urquell, B&Q and the Agricultural & Horticultural Development Board (AHDB).
Joe Friel, head of influencer relations, who will report to Robert Anderson, executive director of content marketing at Good Relations.
He joins the agency from from Social Circle, with experience managing influencer campaigns across several sectors. He has also led the development of influencer marketing software to enable brands to track trends and the fastest-growing talent across all major social platforms.
Anderson said: “With data increasingly showing the importance of influencer marketing as a driver of both sales and reputation, influencers are a channel that every brand and business needs to have a strategy for. We want to be an industry leader – our proprietary algorithm, coupled with Joe’s deep expertise, brings a really robust methodology to the marketplace.”
Friel added: “The breadth and scope of Good Relations’ work, as well as the enviable client list makes this an incredibly exciting challenge for me. The sector is continuing to grow and, with the right strategy and management in place, there is incredible potential for brands to engage their target audience in exciting, powerful ways. I’m looking forward to getting stuck in and helping build the influencer relations offering.”
Earlier this year, Good Relations launched a broadcast consultancy, Good Broadcast, and brought in Sound Creative’s Phil Caplin to lead the new offer.