Global agency network Dentsu has launched ‘Dentsu Influence’, a dedicated new division focused on driving influencer and creator marketing content for its clients.

Anchored by the Japanese company’s existing influencer capabilities, the new offering will expand upon its global presence as the channel is predicted to grow to be worth nearly £19 billion globally by the end of the year.

Dentsu Influence will be centred across three key utility points. These are giving brands access to a global network of creators on all major social platforms; providing a central dashboard with creator information, reach, performance metrics, and competitive activity; and an end-to-end measurement system leveraging generative AI to track real-time reach, engagement, and performance.

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“Brands today are fuelled by community, advocacy, and trust. Dentsu Influence harnesses audience and influencer insight to broker effective partnerships and measures impact through engagement quality, building trusted relationships between audiences, brands, and creators,” said Dentsu EMEA exec sponsor Jessica Tamsedge.

The move comes at a crucial expansion point for the industry, with around two-thirds of brands using platforms such as TikTok to develop their influencer marketing presence.

Dentsu EMEA head of influence Emma Odendaal added: “Measurement is the foundation of success in influencer marketing. Dentsu Influence delivers actionable insights linking influencer activity to meaningful business outcomes, redefining impact in this space.”