With creator marketing projected to reach $250 billion by 2025, Ogilvy unveils Influence Shield, introducing structured risk management to brand-creator partnerships. This comprehensive solution arrives as brands face increasing pressure to manage creator relationships effectively.

“The influence economy is thriving, and today, a single partnership with a creator can have a phenomenal reach,” explains John Harding-Easson, Head of Influence for EMEA at Ogilvy. “We all know the importance of a well-aligned campaign, and with the stakes so high, we saw an opportunity to give brands the confidence to embrace the potential of creator marketing while managing reputation at every step.”

John Harding-Easson

As social platforms reshape marketing strategies, brands encounter new challenges. “The increasing scale, diversity, and complexity of creator audiences, coupled with the speed of social sharing and a volatile public environment, amplify the risk of reputational damage,” notes Katja Berghoff, Managing Director of Ogilvy PR Germany. “Influence Shield was developed to address these challenges by providing a comprehensive risk management framework that helps brands navigate the creator space safely and confidently.”

Katja Berghoff

Comprehensive Risk Management Strategy

Influence Shield integrates risk management throughout the entire creator partnership process. 

“Risk is often treated as an afterthought, something to react to once a problem arises. Influence Shield flips that on its head. It’s baked into every stage of the creator process, from talent vetting to real-time campaign monitoring,” John explains. “The solution combines technology with human judgment. We have combined Ogilvy’s deep expertise in influence, brand reputation, and behavioral science to manage risk without stifling creativity.”

The solution implements a PESTLE-based framework (Political, Economic, Sociological, Technological, Legal, and Environmental Factors) for thorough risk assessment. 

“We use the framework to assess campaign strategies and creative ideas as well as in our vetting process,” John adds. “For example, we analyze how a creator’s past affiliations or statements could intersect with a campaign’s timing. This comprehensive approach ensures we evaluate risk from every angle, from the message to the talent delivering it. A global campaign might resonate in one market but fail in another due to cultural nuances. Influence Shield allows us to identify risks and build strategies that proactively protect the brand.”

The framework’s risk categorization system plays a vital role. 

“Influence Shield’s risk categorization framework provides a standardized way to classify and prioritize potential risks,” Katja explains, adding that the “common language” ensures everyone understands the risk associated with specific creators or campaign elements. “This shared understanding streamlines the response process and allows quicker action when necessary.”

John details the practical implementation: “Risk categorization breaks down complexity into something actionable. It creates a shared vocabulary across teams, from agency creatives to senior brand executives, so everyone knows what’s at stake and how to respond. Whether it’s a minor creative adjustment or a high-priority crisis, risks are prioritized correctly. Ultimately, it’s about clarity and smarter decision-making, which should lead to better and braver ideas.”

The system includes detailed response protocols for addressing issues. “When something does happen, our escalation protocols kick in immediately,” John notes. “We coordinate teams globally to deliver a swift, targeted response aligned with the brand’s messaging. It’s about staying prepared and maintaining trust.” 

This is supported by what Katja describes as “pre-defined protocols and an escalation matrix” that ensure “a swift and coordinated response, minimizing the impact of negative events.”

Advanced Verification and Continuous Monitoring

Influence Shield transforms creator verification processes. 

“Traditional vetting focuses on surface-level metrics like follower counts and engagement rates, but those are no longer enough,” John explains. “Using InfluenceO, Ogilvy’s proprietary influence CMS, we analyze over 100 data points, from historical content to affiliations and even trends in sentiment.” 

According to John, this process ensures that creators align with the brand’s values and minimize the chance of surprises down the line. “In today’s social media environment, a single overlooked tweet from years ago can become a major issue, so this level of scrutiny is essential,” he adds.

Katja elaborates on the verification depth: “Influence Shield’s vetting process examines beyond basic checks. It analyzes a creator’s history, examining past posts, statements, and affiliations to identify potential inconsistencies or red flags that could pose a risk to a brand’s reputation. This detailed analysis helps ensure alignment between the creator’s values and the brand’s, minimizing the likelihood of future conflicts.”

The platform offers continuous monitoring capabilities. As John claims, “speed is everything in today’s social landscape.” 

“What makes our approach unique is leveraging Ogilvy’s global network,” he explains. “With teams across multiple time zones, we can build the right expertise throughout the day, ensuring that brands are always covered. This follow-the-sun model turns time zones into an advantage, enabling us to respond swiftly no matter when or where an issue arises.”

The monitoring system employs advanced technology for comprehensive coverage. “With video and voice content now making up over 60% of online consumption, our AI-enabled tools can scan for audio mentions and logos, even when they’re not referenced in the post copy,” John reveals, adding that it gives the company a much deeper layer of insight and ensures “nothing slips through the cracks.”

Maintaining Creative Expression Within Guidelines

Influence Shield addresses the balance between creative freedom and risk management. Katja points out that the system achieves this by “establishing clear guidelines and parameters upfront.” 

“While encouraging creative content, it ensures adherence to ethical and legal standards through pre-campaign briefings, content compliance checks, and ongoing monitoring,” she states. “This framework allows for creative freedom within defined boundaries, protecting both the brand and the creator.”

John adds, “Creativity and compliance don’t have to clash; they should elevate each other. At Ogilvy, we embed compliance into the creative process from the start. By setting clear parameters upfront, we give creators the freedom to express themselves authentically within a framework that protects the brand. The result is content that performs even better while staying true to the brand’s values and ethical standards.”

Global Implementation with Regional Expertise

Operating across Ogilvy’s network of 38 countries, Influence Shield addresses worldwide and local challenges. 

“Localisation is key,” explains John. “Influence Shield leverages Ogilvy’s global network to integrate regional insights into our processes. This allows us to adapt global strategies to align with local cultural nuances, regulations, and audience expectations.”

Katja adds, “While the core principles of Influence Shield remain consistent, its implementation is adapted to reflect regional regulations, cultural nuances, and specific market dynamics. This localized approach ensures that the framework is effective in diverse environments.”

Future Directions in Creator Economy Risk Management

As creator marketing grows, Influence Shield focuses on tackling emerging challenges. John outlines three key areas:

“We’re seeing unprecedented growth with TikTok Shop in the UK and the U.S. This is flattening the funnel, with creators driving not just awareness but direct purchases. With TikTok Shop’s imminent launch in Europe, Influence Shield can help brands navigate the added risks of commerce-driven campaigns.”

The business development of creators presents new considerations: “Creators are increasingly operating as businesses in their own right,” notes John. “This means creators are increasingly invested in proactively managing their brand. Influence Shield can be key in helping creators safeguard their reputations.”

Addressing upcoming political shifts, John emphasizes, “In a post-U.S. election landscape, where cultural and political polarisation is heightened, Influence Shield will focus on preparing brands and creators to navigate volatile environments with greater sensitivity.”

“Success is ultimately about confidence,” concludes John. “For us, that means fewer crises, faster resolutions, and better brand sentiment. Our key KPI is to enhance the effectiveness and impact of a brand’s investment in influence while protecting brand reputation.”