She danced through the streets of Detroit, and in that moment, turned a casual stroll into a viral movement. In 2024, as the city pulsed with energy, Amber Lewis—one of Detroit’s most influential voices—hit record on a video that would reshape how cities market themselves.
As part of the Visit Detroit campaign, "When We Move, You Move," Lewis wove the city’s culture, music, and community into a seamless narrative, proving that a well-placed influencer can be as powerful as any billboard or commercial. The result? A surge in tourism interest, skyrocketing engagement, and a masterclass in how influencer marketing isn’t just about selling a product—it’s about selling a story.
Behind every viral campaign is a strategic mind, and Detroit’s influencer marketing agencies are run by some of the sharpest CEOs in the business. These agency leaders don’t just spot trends—they create them. Here are the visionaries defining Detroit’s digital landscape, one campaign at a time.
Top 9 CEOs of Influencer Marketing Companies in Detroit
Behind every successful influencer campaign is a strategist who sees beyond the trends—a CEO who understands the art of digital persuasion and the science of audience engagement. Detroit’s top influencer marketing firms are led by visionaries who don’t just follow the playbook; they rewrite it, crafting campaigns that turn brands into cultural conversations.
1. Joel Beckett
If influencer marketing had a playbook, Joel Beckett would have written a few chapters. A former educator turned marketing visionary, Beckett brings a teacher’s insight and a strategist’s precision to the industry—helping brands navigate the ever-evolving world of influencer partnerships with authenticity and measurable impact.
As the founder of The Outloud Group, Beckett has spent over a decade redefining how brands connect with audiences. His agency isn’t just about putting products in the hands of creators—it’s about crafting campaigns that resonate. With a client roster featuring 23andMe, Casper, Dollar Shave Club, and Warby Parker, The Outloud Group has cemented itself as a leader in influencer marketing across platforms like YouTube, TikTok, and podcasts.
But Beckett’s real magic? Understanding people. He champions the idea that influencer marketing isn’t just about reach—it’s about relationships. His philosophy is simple: find creators who truly align with a brand’s values and let authenticity drive engagement.
Beyond business, Beckett is shaping the industry’s future. Under his leadership, The Outloud Group commissioned a first-of-its-kind study on Black+ creator representation in brand deals, sparking crucial conversations about diversity and inclusivity in influencer marketing.
2. Benjamin B. Kaplan
If there's a formula for making ideas go viral, Benjamin Kaplan has cracked the code. A Harvard-trained economist, best-selling author, and media powerhouse, Kaplan has built an empire on data-driven storytelling—helping brands break through the noise with precision and impact.
Since founding PR Hacker, Kaplan has transformed the agency into a public relations giant, leveraging A/B testing, analytics, and rapid market research to craft viral campaigns that resonate. His innovative approach quickly caught fire, leading him to launch TOP, a global agency network spanning 20+ countries and 35 marketing disciplines.
But Kaplan isn’t just behind the scenes—he’s been front and center in over 5,000 TV and radio interviews, appearing on Oprah, Good Morning America, CNN, and The BBC. His ability to shape narratives and spark conversations has made him a sought-after media expert, trusted by brands like Citibank, Dr. Pepper, and Discover Card.
At the heart of his success is his obsession with testing, optimizing, and performing—a methodology that fuels every campaign he touches. Whether he’s helping startups craft the perfect pitch or advising Fortune 500 brands on influencer strategy, Kaplan is redefining what it means to “hack” PR.
3. Peter Finn
As the CEO and founding partner of FINN Partners, Peter Finn has transformed the firm into a global influencer powerhouse, redefining integrated marketing, influencer strategy, and brand storytelling along the way.
Since launching in 2011, FINN Partners has skyrocketed to over 1,300 employees across 34 offices, delivering game-changing campaigns in tech, healthcare, travel, education, and beyond. But what sets Finn apart? His belief that collaboration fuels innovation—a philosophy embedded in every campaign his agency touches.
When it comes to influencer marketing, FINN Partners takes a data-driven meets human-first approach. Its Influencer Intelligence Team works closely with top creators to craft experiential activations, social content, and branded partnerships that don’t just generate likes—they drive ROI.
Under Finn’s leadership, the agency has earned accolades like Best PR Agency to Work For in North America and Best Mid-Sized Agency of the Year. But beyond the trophies, his mission remains clear: to build an agency where talent thrives, creativity flourishes, and brands genuinely connect with their audiences.
4. Benjamin B. Kaplan
Benjamin Kaplan has already been featured on our list. What if we told you he's the CEO of another Seattle-based social media agency? That would be none other than TOP Agency. Kaplan’s influence expands beyond digital and social media marketing. In 2017, he launched National Today, a media platform that turns obscure holidays (National Coffee Day, anyone?) into viral marketing opportunities.
Then, in 2019, he took the reins at TOP Agency, a network of specialized agencies delivering full-service marketing solutions across influencer marketing, PR, content creation, and digital advertising.
We won't dwell too much on his achievements - what you need to know is that Kaplan is obsessed with testing, optimizing, and performing—a methodology that fuels every social campaign. Whether he’s hosting the "TOP CMO" podcast to uncover industry insights or engineering influencer activations that drive real ROI, his approach is both scientific and creative.
With an unparalleled ability to make brands go viral, Kaplan is not just leading the influencer marketing space—he’s redefining it.
5. Anthony Donnarumma
Since stepping in as CEO of 24 Seven in 2021, Donnarumma has driven record-breaking growth, overseeing the agency's largest gross margin in 2022 and securing his spot on the Staffing Industry Analysts’ Staffing 100 list multiple times. But his journey with the company started long before that—having served as COO for over a decade, he’s played a key role in scaling the agency into a global powerhouse.
With a presence in Detroit and beyond, 24 Seven specializes in connecting brands with elite marketing, digital, and influencer talent—whether for contract gigs, full-time hires, or embedded teams that act as an extension of in-house marketing departments. Donnarumma has been instrumental in expanding the agency’s influencer marketing capabilities, helping brands develop data-driven influencer strategies that prioritize authentic partnerships, engagement, and measurable ROI.
His leadership philosophy? Adapt, innovate, and stay ahead of workforce trends—a mindset that has positioned 24 Seven as the go-to agency for companies navigating the fast-changing landscape of digital marketing and influencer collaborations.
6. Cory Doucette
Cory Doucette has over a decade of experience in digital strategy and performance marketing - two areas crucial in modern marketing. His experience in this sector propelled him to found The Growth Shark - a powerhouse agency helping brands blend storytelling with high-performance marketing.
Founded in Detroit, The Growth Shark is more than just a marketing firm—it’s a purpose-driven agency that partners with e-commerce, fitness, and beverage brands to amplify their impact. Specializing in all things social and digital related, Doucette and his team craft cross-platform campaigns that don’t just drive clicks, but create lasting connections.
His track record speaks for itself. Before launching The Growth Shark, Doucette spearheaded digital and brand strategy for Bulldog Online Yoga, helping grow its user base by 1,421% year-over-year while securing high-profile media placements in USA Today, Men's Health, and The Oprah Magazine. He’s also led celebrity-backed influencer campaigns, leveraging partnerships with big names like Gwyneth Paltrow.
Beyond business, Doucette is committed to using marketing as a force for good—partnering with initiatives like Justice for Beniteau to support environmental justice efforts. His leadership isn’t just about growth; it’s about impact.
7. Joshua Gershonowicz
Joshua Gershonowicz is helping rebuild Detroit’s marketing landscape, one bold idea at a time. As the CEO and co-founder of Rebuild, he’s spent over a decade turning the agency into an expert in brand strategy, digital marketing, and influencer-driven campaigns.
Rebuild is more than just a marketing firm—it’s a Detroit-rooted movement. The agency set up shop in the Milwaukee Junction neighborhood, investing in the city’s revival while creating jobs and delivering high-impact Gen Z marketing strategies for brands across industries.
Under Gershonowicz’s leadership, Rebuild has become a go-to agency for brands looking to matter more, specializing in everything from SEO and media planning to influencer collaborations that drive real engagement. His vision? Marrying creativity with data to build campaigns that don’t just get noticed—they create lasting connections.
His approach has earned Rebuild industry recognition, and in January 2025, the agency was acquired by Hart, a full-service brand transformation firm. While this marks an exciting expansion, Gershonowicz remains committed to Detroit’s growth and Rebuild’s original mission.
With a Goldman Sachs 10,000 Small Businesses certification, a Corp! Magazine Economic Bright Spot Award, and a spot on The Detroit Jewish News’ 36 Under 36 list, Gershonowicz isn’t just a leader in marketing—he’s a visionary shaping the future of Detroit’s creative economy.
8. Pete Donato
For over 40 years, Pete Donato has been at the forefront of Detroit’s marketing scene, proving that staying ahead of industry trends is just as important as creativity itself. This experience was instrumental in launching one of Detroit's most well-known results-driven marketing firms - PGN Agency.
PGN Agency, based in Royal Oak, specializes in branding, web development, social media management, SEO, and influencer marketing. With a keen eye for user-generated content (UGC) and influencer collaborations, Donato’s agency helps brands establish authentic connections that drive engagement and loyalty. Recognized as one of Detroit’s top influencer marketing agencies, PGN has worked across industries like health and beauty, entertainment, tech, travel, and food & beverage.
But what truly sets Donato apart is his relentless commitment to innovation. Since founding PGN in 1981, he has navigated decades of technological shifts, ensuring the agency remains at the cutting edge of digital marketing. Whether it’s through social campaigns, experiential activations, or influencer partnerships, PGN’s work consistently elevates brand visibility while delivering real results.
9. Thomas Sanchez
The driving force behind Social Driver, Thomas Sanchez has built the agency into a national powerhouse, helping corporations and nonprofits turn social media, content, and influencer partnerships into powerful engagement tools.
His approach goes beyond traditional marketing—Social Driver doesn’t just launch campaigns, it crafts narratives that spark conversation and inspire action. Honda, Target, and the American Hospital Association are just a few of the brands that trust his team to transform complex messaging into compelling digital experiences.
Influencer marketing is a key pillar of his strategy. By focusing on credibility and values-driven storytelling, he ensures that brands don’t just gain exposure but foster real connections with their audiences.
Beyond marketing, Sanchez is a leading voice in tech diversity and social impact. Recognized by HuffPost and Financial Times for his advocacy, he has also been named one of Washington’s top minority business leaders and serves as Board Chair of The Trevor Project, championing LGBTQ+ youth initiatives.
With an unwavering belief that "the future is bright, all progress is social, and the drivers make history," Thomas Sanchez is setting new standards for digital influence—one campaign at a time.
Detroit’s CEOs Redefining Influencer Marketing—And What’s Next
The power behind Detroit’s digital evolution isn’t just in the campaigns—it’s in the visionaries leading them. These CEOs are not only driving the success of influencer marketing firms but are shaping the future of brand storytelling, audience engagement, and digital strategy.
From full-service agencies engineering viral campaigns to boutique firms crafting hyper-personalized influencer activations, these leaders are setting new industry standards. As influencer marketing continues to evolve, their innovative approaches prove one thing: in Detroit, marketing isn’t just a service—it’s a movement. And these CEOs are the architects of its next chapter.
