Good Relations launches influencer marketing division

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

Joe Friel (centred right) with the Good Influence team

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.

Related Posts
PR News in Brief
This week’s PR news in brief (19-23 February)
Here’s a round-up of the week’s essential PR news, featuring a story that changed Microsoft’s corporate comms forever an interview with Esquire style director [...]
Higginson PR co-founders Clodagh and John Higginson
Higginson PR to promote London design studio Made Thought
London design studio Made Thought has appointed Higginson PR to enhance its global profile in the UK and international press. The agency will highlight the design studio’s [...]
Relevance International makes two hires in London office
Relevance International makes two hires in London office
Relevance International has appointed Anita Gryson as associate director and Alice Lacey as account director in its recently launched London office. Gryson has 11 years’ [...]
Halpern to promote Laura Ashley’s 65th anniversary
Halpern to promote Laura Ashley’s 65th anniversary
Home and fashion retailer Laura Ashley has appointed Halpern as its retained PR agency. The agency will support on special projects to help the brand celebrate its 65th [...]
Copyright © 2018 Gorkana