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Brand advocacy experts Social Soup and Pollinate launch umbrella brand: The Influence Group

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5 Sep

Brand advocacy experts Social Soup and Pollinate launch umbrella brand: The Influence Group

launch-admin Sep 5, 2013 0 1567


Brand advocacy experts Social Soup and Pollinate launch

umbrella brand: The Influence Group

·      Andrew Handosa appointed Group Business Director

·      Hosting exclusive breakfast with Geno Church – Word-of-Mouth expert

Thursday, 5 September, 2013: Global word-of-mouth agency Social Soup and innovative research house Pollinate today announced a further alignment of their businesses under a new umbrella brand, The Influence Group. Both companies will retain their existing brands and services, with The Influence Group providing an integrated consultancy exclusively focussed on increasing knowledge and the application of influence.

As well as providing thought leadership and expertise, The Influence Group will offer brands an end-to-end solution to support the product cycle from idea to launch, with services including research, word-of-mouth and brand advocacy. The group draws on insights from a community of more than 140,000 influential consumers in Australia, New Zealand and the UK.

The group is co-chaired by Pollinate Founder Howard Parry-Husbands and Social Soup Founder Sharyn Smith. Andrew Handosa has been appointed Group Business Director for the group and will be responsible for growth and operation of the brand.

Andrew joins The Influence Group from London-based brand and digital consultancy, Corporate Edge, where he was the Lead Creative Strategist. He brings valuable experience from working in major client, vendor and agency roles creating solutions for iconic brands in the UK, European and Australasian markets. Andrew has developed and launched multi-million dollar product portfolios for ZTE and Optus Group, managed large-scale integrated marketing campaigns as well as the brand transformation of Telstra.

The Influence Group Director Howard Parry-Husbands said the group is dedicated to going beyond brand awareness to drive behaviour change and brand advocacy both on and offline.

“Influence is the most powerful way to change behaviour. With more than ten year’s experience in influence driven co-creation and hundreds of successful advocacy campaigns across three continents, we have proven that influence is a fundamentally better way to advertise ” he said.

“Influence generates lasting behavioural change and provides a proven return on investment because it empowers people as the trusted media channel is peer groups. The influence model engages consumers to help shape, decide, create and then share the future of brands.”

To celebrate the launch of The Influence Group, the company will be hosting an exclusive industry breakfast with world-renowned word of mouth expert and co-author of Brains on Fire: Igniting Powerful Sustainable, Word of Mouth Movements Geno Church on October 23rd in Sydney.

Church’s talk, The Passion Conversation: Inspiring Your Staff and Supporters to Love Your Brand, will weave the latest academic and marketing research with practical, real world case stories to demonstrate how to spark and sustain word of mouth marketing, build a thriving community, drive meaningful conversations and ultimately impact the financial success of a business.

Spaces for the breakfast are limited, for more details or to register interest visit: http://theinfluencegroup.co/

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For more information contact:

Sarah Tsiros


02 9492 1034 / 0466 805 364

About the Influence Group: Founded in more than a decade’s expertise into what influences Australian consumers, The Influence Group houses the collective wisdom of insights agency Pollinate and leading advocacy and WOM agency Social Soup. The Influence Group provides an entire suite of influence solutions, from idea to innovation, communication through to action. The group offers research, knowledge and expert advice on influence, drawing on a community of over 140,000 of Australia’s, New Zealand’s and now the UK’s most influential consumers. They have completed over 500 successful advocacy campaigns across three countries and have established partnerships with leading academics and international experts. http://theinfluencegroup.co/

About Social Soup: Founded in 2006, Social Soup is Australia’s leading influence agency. Born out of insights that personal recommendations are more trusted than traditional advertising, Social Soup was the first Australian agency to harness the power of word-of-mouth and influence as a marketing channel. Social Soup specialises in connecting brands with influential consumers, working with a community of more than 140,000 influential consumers who try out products, help shape them, and then share their experiences with their social networks. Social Soup has worked with companies in every major marketing category. Clients have included the Commonwealth Bank, Panasonic, Arnott’s, Coca-Cola Amatil, Kimberly-Clark, Nestle, Kelloggs, Unilever, LOreal, CUB, Pernod Ricard, Heart Foundation, the Australian Red Cross and Reckitt Benckiser. Soup is a 2011 BRW Fast Starter; winner of the Telstra Business Awards People’s Choice NSW; and winner of the best ‘Business to Consumer’ campaign at the 2011 Australian Marketing Institute (AMI) Awards for its work with the Commonwealth Bank.http://thesoup.com.au/

About Pollinate: Pollinate is Australia’s leading strategic research agency. Founded in 2004, Pollinate pioneered co-creation with influential consumers in Australia to develop innovative ideas, products and campaign concepts for brands. Pollinate understands how messages travel through a community, from the media, to advertising and word-of-mouth. The use of influential consumers uniquely positions Pollinate to develop paradigm-shifting innovations for brands, amplifying the effectiveness of media and communications. http://www.pollinate.com.au/