GroupM, WPP’s media investment management group, has announced the India rollout of its influencer marketing solution, INCA. The new entity, INCA connects brands to a wide network of publishers and influencers, and will create and promote content across social channels to drive brand engagement on digital platforms. INCA has already been launched and welcomed across EMEA, North America and Latin America, as well as APAC markets like Singapore, Philippines, Thailand, Indonesia, Malaysia, Hong Kong and China.
Speaking at the launch, Prasanth Kumar, CEO, GroupM South Asia said, “Influencer marketing is now a key element of the marketing mix, and brands today need to take advantage of potential associations and collaborations. INCA is the ideal tool to facilitate safe brand engagement across platforms. We are confident that this tool is the most effective method for Indian brands to reach their audiences with the precise impact they demand.”
Often influencers and their content need to be identified and screened to ensure quality and brand safety. INCA addresses these challenges by providing the quantitative intelligence to select and optimize influencers, predict outcomes and deliver efficient and effective workflow management.
Ratan Singh Rathore, Business Head of INCA India said, “In a fragmented media landscape, marketers are seeking innovative, relevant and brand-safe advertising solutions. The authenticity of influencer marketing makes it stand out as a highly effective brand solution. INCA’s AI-driven content discovery technology provides the quantitative intelligence to select and optimise influencers, predict outcomes and deliver efficient and effective workflow management.”
“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.”