Fresh off its win at the 2020 New Generation Digital & Social Awards, the agency announces the launch of its specialist influencer marketing division
CAPE TOWN - Positive Dialogue, the award-winning, new-generation PR and communications agency in the DUKE Group of companies, has announced the launch of its specialist influencer marketing business division that will be headed by influencer and renowned content creator Natalie Roos.
Says Managing Director, Tracy Jones, “While we don’t chase accolades for the sake of winning awards, however winning Best Influencer Marketing Campaign for our One Plus 7T Pro launch alongside our DUKE partner Mark 1 provides the validation and impetus to take our influencer marketing to a new level.
The new influencer division works in parallel to the existing Positive Dialogue PR business and operates intimately with DUKE’s other businesses, such as digital creative agency Mark 1, where content created in influencer campaigns can be amplified with a paid media strategy in-house.
“Our implementation is underpinned by technology. With the support of AI and machine learning algorithms we can track down the most relevant influencer to suit the client campaign goals, as well as preempt conflict and mitigate risk. Then, being a partner in the DUKE Group, we have direct access to some of the best strategists around as well as paid media maestros,” says Jones.
“The final leg, and in many ways one of the most vital, is how we use our humans and machines to measure the success of campaigns: reach, engagement, conversions, quality of messaging, tone and authenticity, among much more.”
Roos has worked on integrated, content-driven digital campaigns for brands like Old Mutual and Land Rover and won brands such as the Protea Hotels group and Pepsi. She is also an accomplished digital media editor, having served numerous positions at the Associated Media group. Her team is boosted by the arrival of PR professional Crystal Raman, who joins as campaign manager, while Kasheefa Meyer shores up the execution arm of the new division.
Roos will lead the Positive Dialogue Influence team from Nairobi, Kenya, a strategic coup, opening Africa’s borders to clients. The rest of the team will sit alongside Positive Dialogue’s extended team and important partners in the DUKE Group, such as CEO Wayne Naidoo, Brand Strategist Steve Miller, and Suhana Gordon who recently joined the Duke Group as Executive Creative Director, who are all an integral part of the ideation team.