U.S. influencer marketing company Influential has launched a dedicated division in the EMEA region, promising a localized, media-first approach tailored to European markets. 

According to Campaign, husband-and-wife duo Hannah and Devin Monds will lead the new London-based operation as newly appointed co-heads of EMEA.

The Monds will report directly to Influential’s global chief revenue officer, Chris Poydenis. Their focus is driving revenue, partnerships, and servicing the agency’s existing client portfolio across Europe, the Middle East, and Africa. Poydenis cites the Monds’ “unrivaled reputation” and “proven track record” as key assets.

Hannah Monds previously served as a founding board member of the UK’s Influencer Marketing Trade Body and managing director of EMEA for Tagger by Sprout Social. She emphasizes moving beyond “vanity metrics” and adopting a media-first mindset to support brands.

“It can’t be a copy-and-paste job,” Monds told Campaign. “EMEA and APAC are very tricky markets because they’re not just one country. You’ve got different languages, cultures, and socio-economic [climates].”

Devin Monds brings experience from American and European influencer marketing roles at firms like Kerv, CAA, and Adludio. He contrasts the “American way of selling” software with forming “long-lasting relationships” critical to the European market.

Influential is headquartered in the U.S. and led by CEO Ryan Detert. The agency scored $500 million in revenue in 2022 while partnering with brands like Amazon, Disney, and McDonald’s on innovative influencer campaigns. Recent highlights include a record-setting 10-minute TikTok ad for Hilton.