Toronto-based #paid, which allows brands to connect with social media celebrities for product placement, has found a new — and huge — partner in Dentsu Aegis, one of the world’s top five ad agency holding groups in the world.
Dentsu Aegis currently manages billions of marketing dollars for many of the world’s largest brands, and Adam Rivietz, co-founder of #paid, says the partnership lays the foundation for #Paid to secure partnerships with other major holdings companies.
“Every type of agency (media, creative, and PR) is trying to figure out how to execute influencer marketing best. We are the Canadian experts and provide a ton of insight, education, and hand-holding to our agency partners,” said Rivietz.
More and more, marketing agencies are turning away from traditional ways of reaching consumers and turning to influencers, to reach a large audience — #Paid’s influencers have followers between 5,000 and 5 million — that trusts them. Rivietz offered that being able to easily connect with these influencers is becoming key to helping holdings companies differentiate themselves from competitors.
“Agencies want to offer their clients the most innovative and effective marketing techniques and influencers are it. We focus on Instagram because it is the best bang for a brand’s buck right now,” said Rivietz. “Many influencers are focused on a particular niche (fashion, beauty, fitness, etc.) and have become self-proclaimed experts that their followers trust for product recommendations and advice. As a result, influencers tend to know how to speak to a brand’s target audience better than they do.”