Red Havas launches influencer division SWAY, helmed by Love Island winner Tina Provis
Communications agency Red Havas has launched a specialist influencer arm, SWAY by Red Havas, to bolster its capabilities for influencer-led campaigns.
The division was born out of Australia, and will be led by creator and Love Island winner, Tina Provis, alongside influencer and creator specialists in the agency.
Provis
In fusing PR, content, social and experiential, the division is said to deliver “tangible business impact that cut through the noise” via influencer-led creatives.
Provis said: “They say life isn’t linear, and my career to date speaks for itself. A kickstart into the PR industry and a reality show or two later, I find myself with a unique industry experience that lands me between PR professional and content creator.
“I’m excited to be bringing this to our dedicated influencer offering at Red Havas.”
“More brands than ever before are adapting their broader strategy and communications to include significant influencer activity,” said James Wright, global CEO of the Red Havas Group and global chairman of the Havas PR Global Collective.
“Some even put influencer marketing front and center, recognizing them as a full-funnel marketing channel. It’s no longer about just a paid transaction. Brands are building long-term relationships with influencers who are advocating their messages and experience.
“In launching SWAY by Red Havas, we’ve evolved our distinct borderless merged media model to ensure influencer work has its own dedicated seat at the table.”
This came one week after Ogilvy PR launched its Business Influence division – a specialist B2B influencer arm that aims to match brands with authentic third-party voices.
Red Havas recently secured Accolade Wines’ PR account.
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Darcy Song was a reporter at Mumbrella, covering media owners, adtech and social platforms. She left in October 2023.
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