- Publicis Groupe has launched Influential in Australia, replacing its earlier Fluent brand.
- Influential unifies influencer, content, and social marketing under one scalable framework.
- Leadership: Skye Lambley (CEO) and Cat Wilkinson (GM) backed by 30+ specialists.
- Proprietary four-pillar model focuses on AI-driven insights, commerce integration, cultural co-creation, and measurable impact.
- Early client base spans major sectors including telecom, FMCG, beauty, and food & beverage.
The rollout reflects growing demand for end-to-end influencer marketing solutions.
Publicis Groupe has officially launched Influential in Australia, extending the reach of its “next-generation influencer and social agency” into one of the fastest-growing creator markets in the Asia-Pacific region. The expansion follows Publicis’ late 2024 global acquisition of Influential and signals a deliberate effort to unify its influencer, content, and social marketing operations under a single, scalable brand.
The launch effectively replaces Fluent, a Publicis initiative that debuted in 2023, with Influential’s broader framework. The shift underscores the holding company’s belief that influencer marketing has matured beyond experimental campaigns and now demands integrated solutions that link culture, commerce, and community impact.
Michael Rebelo, CEO of Publicis Groupe ANZ, framed the launch as both a consolidation and a step-change:
“The rise of influencers and content creators over the past 18 months remains a powerful marketing phenomenon. To truly optimise investment and impact in this space, an end-to-end solution is essential. By integrating our influencer expertise, platform, creative strategy, content production and social media buying, we now have Australia’s most connected influencer and social agency.”
Leadership and Team Structure
The new agency will be led by Skye Lambley, CEO of Publicis Groupe ANZ’s Influence Practice, who also oversees PR agency Herd MSL and sustainability consultancy Salterbaxter. Lambley is supported by General Manager Cat Wilkinson, a seasoned content leader with experience at NBC Universal, Dentsu, and MSL Global.
Influential Australia launches with over 30 specialists across strategy, creative, performance, paid media, and cultural insights. This multidisciplinary setup is designed to ensure clients can move seamlessly from influencer identification to execution, amplification, and measurement.
Lambley emphasized the need for a consolidated model in a fragmented market:
“Clients need a truly connected offering that spans the full spectrum of social media. By bringing all our social expertise under one roof, we’re delivering a unified, strategic solution that drives and measures clear business results.”
The Four-Pillar Operating Model
At the heart of Influential’s pitch to brands is its proprietary four-pillar framework, built to address both creativity and accountability in influencer marketing.
- Influence Intelligence: AI-powered insights for vetting and activating creators, ensuring precision in campaign targeting.
- Commerce-Led Creativity: Integration of social commerce tools, shopping formats, and performance-driven storytelling.
- Cultural Co-Creation: Development of campaigns in partnership with creators and communities, designed to resonate authentically.
- Commercial Impact: A proprietary measurement framework that ties social and influencer activity directly to sales uplift, brand equity, and business outcomes.
This model positions Influential as a data-driven but culture-sensitive partner, aiming to stand apart from agencies offering only executional or tactical influencer support.
Client Base and Market Position
Influential enters the Australian market with a client roster spanning telecommunications, FMCG, beauty, retail, and food & beverage. By anchoring its launch with established client categories, Publicis signals that Influential is not a niche play but a core component of integrated marketing strategies for brands with scale.
The move also aligns with broader trends in the region: rising spend in creator-driven commerce, growing scrutiny on ROI, and the demand for always-on influencer engagement rather than one-off partnerships.
Implications for Brands and Agencies
The arrival of Influential in Australia reflects two broader industry dynamics:
- Consolidation of Capabilities – Instead of siloed influencer activations, brands increasingly demand 360-degree solutions linking social, paid, content, and commerce.
- Accountability and ROI – The inclusion of Commercial Impact as a core pillar highlights a shift toward performance-based measurement in influencer marketing.
For competitors, Influential’s entry raises the stakes by combining global infrastructure with local execution, giving Publicis Groupe a differentiated advantage in a crowded Australian market.
A Benchmark for Influencer Marketing
By bringing Influential to Australia, Publicis Groupe has taken a decisive step to formalize its presence in the fast-evolving creator economy. With its proprietary model, senior leadership backing, and cross-disciplinary team, the agency is positioning itself not just as another influencer shop, but as a benchmark for integrated, outcome-focused influencer marketing in the region.
