GroupM, WPP’s media investment management group, today announced the India rollout of its influencer marketing solution, INCA – an offering that connects brands with publishers and influencers.
“Influencer marketing is now a key element of the marketing mix, and brands today need to take advantage of potential associations and collaborations,” said Prasanth Kumar, CEO, GroupM South Asia. adding that INCA “is the most effective method for Indian brands to reach their audiences.”
INCA primary aim is to provide the quantitative intelligence to select and optimize influencers, predict outcomes and deliver efficient and effective workflow management.
“The tastes and behaviors of Indian customers are changing rapidly as they consume content in a multi-platform, multi-device, data-cheap environment,” said Ratan Singh Rathore, Business Head of INCA India. “The authenticity of influencer marketing makes it stand out as a highly effective brand solution.”
“Considering the rapid evolution of social media platforms and the rise of the content and influencer-driven ecosystem, particularly in Asia Pacific, we are proud to bring a powerful solution to our clients in the market,” said Dafydd Woodward, Global Lead INCA.
“Advertisers can now have peace of mind in knowing that they are working with the most trustworthy and relevant influencers and publishers, at a scale that can deliver the outcomes they need. With our transparent, data-validated process, we will help to shape the influencer marketing ecosystem for the better.”
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