Ogilvy has launched a comprehensive risk management solution called Influence Shield, which aims to empower brands to safely navigate the complex and ever-evolving landscape of social media and influencer marketing.
The key services of Influence Shield range from risk assessment, enhanced vetting and risk categorisation to rapid response activation and influencer management.
Led by Ogilvy PR’s Toby Conlon, Global Head of Crisis and Risk, and Rahul Titus, Global Head of Influence, the new global offer will combine Ogilvy’s social media and influence expertise, coupled with their reputation and risk management capabilities. Ogilvy’s influencer specialism currently boasts 400 dedicated influencer practitioners across a network covering 38 countries.
Toby Conlon, Global Head of Crisis and Risk, Ogilvy PR, said, “Risk is nothing new to businesses, but influencer marketing has become such a dominant force it represents the new frontier for brand reputation. Many businesses are finding out the hard way. Influence Shield gives brands the confidence to move forward, which means there’s even greater opportunity and innovation.”
Ogilvy’s latest offering aims to tackle the biggest brand safety challenges by providing a holistic approach to risk mitigation. Influence Shield intends to be an end-to-end service that leverages expert knowledge and behavioural science. The framework of services are rooted in the psychology of risk as well as Ogilvy’s proprietary tech stack to provide data-driven insights, the agency shared in a statement.
Rahul Titus, Global Head of Influence, Ogilvy, said “Influence is no longer a ‘nice-to-have’ for brands, it’s a business-critical channel. Influence Shield equips brands with the foresight and agility to navigate risk proactively, turning potential pitfalls into opportunities for greater impact and trust.”
The creator economy was valued at $250bn in 2023 and is projected to reach $480bn by 2027 (Goldman Sachs), brands are increasingly turning to influencer marketing to connect with consumers. This rapid growth has also seen the rise of social polarisation, culture wars and political change – all of which can heighten tensions and volatility on social media.
To address these concerns, among others, Influence Shield offers a suite of services, including:
- Campaign risk assessment: Proactive identification and analysis of potential risks using a PESTLE-based approach.
- Enhanced influencer vetting: In-depth scrutiny of influencers, going beyond surface-level checks to uncover potential red flags.
- Risk categorisation: Creating a clear way to assess how big risks are, giving a common language for everyone to use.
- Creative & content compliance: Ensuring all creative assets and messaging adhere to ethical and legal standards.
- Triage & escalation processes: Clear protocols for swiftly addressing and mitigating issues as they arise.
- Issues playbook: Pre-emptive development of response strategies and materials for potential scenarios.
- Influencer onboarding and handling: Managing risk with influencers, from the start of the relationship.
- 24/7 issue monitoring: A monitoring and alert system which never sleeps.
- Rapid response: Continuous monitoring of social media activity and a dedicated team ready to act swiftly in a crisis.
- Creative review and content adaptation: Changing the creative approach and the types of content to create safety for the influencers and the brand.
- PR planning and activation: Handling any issue off social media.
Influence Shield is already available immediately to Ogilvy clients. Earlier in the year, Ogilvy launched a health-first suite of global influencer marketing services designed to bridge the gap between medical expertise and public awareness by providing pharmaceutical, healthcare, and wellness brands access to the Influence economy at a specialist level.
