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GroupM To Bring INCA In India For Better Influencer Marketing Solutions


The hybrid of old and new marketing tools, Influencer Marketing is the need of the hour for a brand. It is nothing but taking the idea of celebrity endorsement and placing it into a modern-day content-driven marketing campaign. The only difference is that the results of the campaign are collaborations between brands and influencers. GroupM has announced the launch of such an influencer marketing tool in India soon.

INCA provides influencer marketing solutions for driving brand engagement across digital platforms by connecting brands to a network of publishers and influencers to create and promote content in social channels and beyond. It allows clients to run campaigns across YouTube, Instagram, Facebook, Snapchat, Twitter, and TikTok. The tool has already been launched in Singapore, the Philippines, Thailand, and Indonesia, and APAC markets. The technology platform presents creator and audience insights, fraud detection, workflow tools, content amplification, and detailed campaign reporting dashboards. It leverages a proprietary algorithm that uses real-time data to the source, curate, and match influencers and publishers to a brand’s campaign objectives to deliver the most credible partners and content for the greatest impact.

Mark Patterson, chief executive officer, GroupM Asia-Pacific, “To guarantee effective marketing, advertisers must carefully interrogate available data on their partner influencers and their campaign performance. INCA enables us to do exactly that: we can connect brands with relevant, authentic influencers and publishers that have the power to help a brand achieve its objectives.”

This year, GroupM has entered into a first of its kind partnership with production house Banijay Asia. The partnership aims at creating scripted and non-scripted content across genres for TV and video streaming platforms in the country. Group M, also bagged the AoR media mandate of key Emami Group businesses, consolidate the media agency of record duties for Havells India, the complete media mandate for Safari. It collaborated with Lifesight and created the first-of-its-kind attribution study in India for examining the conversion of online ads into offline sales. It also launched its new publication - Media Landscapes.


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