Publicis Groupe ANZ launched FLUENT, a new talent and influencer offering that aims to transform influencers into dynamic storefronts for brands. 

The initiative combines tools, technology, and talent to maximize brand impact through strategic partnerships.

“With FLUENT, our focus is on creating strong connections between the talent and brands that influence Australians to act while providing clients with a new robust measurement framework to track the return on their investment,” Publicis Groupe ANZ CEO Michael Rebelo said in a news release.

How FLUENT Works

FLUENT integrates three key capabilities: 

• Talent & Influencer Identification and Co-Creation 
• e-Commerce Integration for Driving Conversions
• A Proprietary ‘Return on Influence’ Measurement Framework

At the core of FLUENT is FLUENT TALENT, a one-stop shop for talent discovery, management, and creative collaboration. 

The service manages its talent roster while working with established talent management agencies to ensure authentic brand placements.

The offering focuses on content creation through collaboration among talent, creatives, and brands.

FLUENT’s process aims to produce effective content that delivers business results via a comprehensive media strategy covering social, earned, and above-the-line channels.

The ‘Return on Influence’ measurement framework is designed to quantify the ROI of talent and influencer collaborations. 

The framework emphasizes e-commerce and media metrics and explores the use of shoppable content to solidify influencer impact.

The Team Behind FLUENT

The FLUENT team is led by Skye Lambley, CEO of Herd MSL ANZ and Salterbaxter Australia, alongside Peter Galmes, Director at FLUENT, and Christine Yangoyan, Head of Talent & Influencer at FLUENT TALENT. 

They collaborate with Publicis Groupe ANZ’s specialists in e-commerce, consumer engagement, and data.

“Our vision is to transform talent into dynamic storefronts, unlocking brands in the realm of e-commerce like never before and driving measurable impact through our ‘Return on Influence’ model to measure the power of talent,” Lambley stated.

Publicis Groupe ANZ’s parent company, Publicis Groupe, recently announced plans to acquire Influential, the world’s largest influencer marketing agency by revenue. 

The deal, expected to close in late August, aims to bolster Publicis’ influencer marketing capabilities in response to increasing client demand.