Ogilvy and Takumi partner to combat influencer fraud

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Ogilvy UK and Takumi have launched a new partnership to expand the agency's InfluenceO tool.

Ogilvy say the partnership will see the pair expand the footprint of the tool, while also helping marketers mitigate the risk of influencer fraud.

InfluenceO is Ogilvy's proprietary influencer tool, allowing marketers to vet, contract and measure performance amongst influencers in a GDPR-compliant manner.

The agency say the tool's real-time measurement functions give users the ability to avoid fake followers and combat influencer fraud.

They claim the partnership will enable the scaling of the tool to incorporate multi-market campaigns.

Commenting on the partnership, Ogilvy UK's head of influence Rahul Titus said: “As more and more businesses are realising the impact of influence, we’ve experienced phenomenal growth in this area, especially as clients require influencer marketing not just across their offering, but across countries as well. The world of influence is changing dramatically, and brands need to harness the full spectrum of influencers to cut through the noise.

"This is a great milestone in our development as we continue to be able to work with Takumi to ensure the right brands are working with the right influencers, and we’re able to continually advocate for transparency and tackle fraud in the space.”

Adam Williams, Takumi's chief executive officer, added: “We are delighted to be working on this partnership with Ogilvy, executing localised campaigns with influencers in multiple languages.

"Our fantastic team and multi-market capabilities have created this exciting opportunity for brands to tap into the powerful creativity and influence of our Instagram content creators at scale.”

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