Independent agency Goat this month appointed a new director to lead the U.S. market as it continues growing in influencer marketing.
More and more marketers are after influencers to up their marketing game. But the secret to success, Goat’s leadership contends, is in viewing influencers as a newer form of performance media and using data to deliver clients guaranteed outcomes. Leveraging its campaign data and customer relationship management system help the agency to ensure these deliverables at a fixed price.
“We were able to guarantee results and we always have, and that’s because we have more data than every other agency,” said Nicke Cooke, Goat co-founder. “We’ve used more influencers than everyone else… so we have the results and input back in the CRM system. So we’re always one step ahead of everyone else.”
The London-based social media and influencer agency was founded in 2015 and began its expansion into the U.S. via New York in 2018. Now the agency hopes to accelerate its U.S. business, its fastest-growing market, with the hire of former Ogilvy senior partner and managing director Lauriann Serra. Serra will lead U.S. operations as managing director, building on Goat’s portfolio of several major clients that include Dell, Mars and Intuit.
Goat said its distinction from the competition revolves around guaranteeing a level of media that may not be usual practice in influencer marketing. “That’s every marketer’s dream, right?” Serra said. “Throughout my entire career, [I’ve heard]: What will the outcome be? Could you guarantee it? Will we succeed? So to actually offer that upfront is beyond unique.”
Goat has since grown beyond influencer marketing to offer full-service social media tools, including social strategy, paid media and production. And as more marketers increase their investment on social channels, Goat expects influencer paid media to become the best performing channel in the overall social media…
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