Publicis Groupe ANZ has unveiled Fluent, a new initiative designed to maximise brand impact through strategic partnerships with talent and influencers.

The initiative integrates three key capabilities: Talent and influencer identification and co-creation; integration of partnerships into e-commerce to drive conversions; and a proprietary 'Return on Influence' measurement framework.

Fluent Talent, a service under Fluent, will manage talent discovery, management, and creative collaboration, as well as manage its own talent and cast for campaigns across various channels and for authentic brand placements.

Fluent's goal is to create effective content that delivers business results for brands through a comprehensive media strategy covering social, earned, above the line and beyond. A 'Return on Influence' measurement framework has been developed to quantify the ROI of talent and influencer collaborations, with a focus on e-commerce and media.

The Fluent team will be led by Skye Lambley, CEO of Herd MSL ANZ and Salterbaxter Australia, in partnership with Peter Games, Director at Fluent, and Christine Yangoyan, Head of Talent & Influencer at Fluent Talent. The team will work closely with Publicis Groupe ANZ’s specialists in e-commerce, customer engagement and data, including Davy Rennie, CEO of Digitas and Balance Internet Australia, and Dan Tintner, Managing Director of Razorfish Australia.

"We are constantly evolving our services and solutions to ensure that we remain at the leading edge of marketing transformation that delivers tangible business results for our clients," said Michael Rebelo, CEO Publicis Groupe ANZ. "As we navigate a complex and always evolving media landscape, talent and influencers have become a critical part of the mix. 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.

"We believe in the impact Australia’s most influential faces can have in marketing campaigns, and the growing need for brands to be able to quantify this influence. 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," added Lambley.

Backed by Publicis Groupe ANZ agencies, Fluent is available for clients and talent today.

Publicis Fluent launch