Stagwell's subsidiary, Hunter, spins off Bobbie, an influencer agency
Ready to conquer the influencer marketing world? Stagwell-owned Bobbie says "top 'em off"!
Say hello to Bobbie, the fresh face shaking up the influencer marketing game, eager to take on big-time clients. This standalone agency, independent from Hunter, is raising the bar with offices in New York, LA, Toronto, Montreal, and London. Donetta Allen and Monica Caponigro (decade veterans of the influencer marketing arena) are on board as president and managing director, respectively.
Allen once ruled the roost at Hunter as their first chief influencer and social media officer, a position she seized in July 2021, following her creation of the agency's social, digital, and influencer media practice back in 2010. Meanwhile, Caponigro masterminded Hunter's influencer marketing team before transitioning to Nordstrom, where she oversaw affiliate and influencer marketing.
With 75% of marketers now dedicating their bucks to influencer marketing (from just 37% in 2017), the industry landscape is undergoing a seismic shift. And who better than Bobbie to cater to that shift with an influencer-driven strategy, execution, and reporting?
"Clients crave dedicated influencer teams, and we're delivering with Bobbie," Caponigro to ADWEEK. "We're witnessing an annual surge in this shift, and Bobbie is designed to meet the need."
Bobbie's offering includes full-service influencer marketing support, from creator sourcing to content production, amplified paid ads, affiliate marketing, experiential activations, and measurement. With 12 full-time staffers across its offices, they're ready to rock.
While Stagwell's technology and AI tools streamline campaign operations and match influencers with brands like a charm, Bobbie doesn't discount the importance of good ol' relationships.
"Influencers are folks that people trust, and that nasty automation can't touch," Allen emphasizes. "It's all about natural connections and genuine liaisons that drive optimal brand experiences."
Slated to pursue influencer agency-of-record opportunities across beauty, lifestyle, and retail verticals, Bobbie aims to become THE influencer partner that nails both scale and the personal touch.
Intrigued by the role of technology and human instincts in defining the future of influencer marketing? Bobbie's your ticket to the dance. Let them be your trusted sidekicks as you navigate the labyrinth of the influencer marketing universe. After all, influencers are people, reaching people. And a perfect connection is priceless, right?
- Bobbie, the independent agency owned by Stagwell, is making waves in the influencer marketing industry with a team led by Donetta Allen and Monica Caponigro, both veterans in the field.
- As more marketers are allocating their budgets to influencer marketing, Bobbie is positioned to cater to this shift with their comprehensive influencer marketing services.
- In 2025, Bobbie plans to pursue influencer agency-of-record opportunities in beauty, lifestyle, and retail verticals, aiming to become the go-to influencer partner that strikes the balance between scale and personal touch.
- The finance and business sector, including fintech and technology, will find value in partnering with Bobbie, as they leverage AI tools for streamlined campaign operations and prioritize human relationships for genuine brand connections.
- By understanding the role of technology and human instincts, Bobbie is poised to define the future of influencer marketing, serving as a trusted partner in navigating the complex landscape of this thriving industry.
