Way To Blue launches global influencer business

Way To Blue has this week launched a new dedicated global influencer business called iN, which aims to drive brand advocacy for its clients through a real-time tracking tool called ‘iN-dex’.

With a six-strong global influencer panel, iN will look to build its service on “meaningful relationships” with influencers, as well as build multi-platform programmes integrated across paid, owned and earned media.

Clients already in place include Amazon and YO! Sushi, Sony and Studio Canal. The new business will operate with influencers across a range of consumer categories, from entertainment and food and drink to family, gaming, music, health and fitness.

Make-up artist and “influencer” Laura Jenkinson said: “I have been working and collaborating with Way To Blue for over a year now and the team are extremely professional. The projects are wide and varied, and while always complimenting my own brand, they always know what will work and what won’t. I love seeing an email pop up from them in my inbox!”

Way To Blue CEO Adam Rubins said: “True influence drives action and not just awareness. Having a large Twitter or blog following doesn’t inherently make a person influential and a lot of influencers have their own agenda, so it’s sometimes hard to get the attention of these in-demand luminaries.

“Too many agencies are also confusing clients out there with the common misconception that social influencers only appeal to a younger audience. There’s a whole raft of bloggers, vloggers, instagrammers and viners who cater to an older audience. Whether it’s parenting or motoring, food to engineering – there’s a social influencer out there for all of us!”

iN-dex services will include influencer marketing strategy, campaign management, content creation, talent management and measurement.