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← Back to IdeasOgilvy Public Relations launches global Business Influence service
Düsseldorf, November 1, 2022 – Ogilvy PR has launched a new Business Influence service, giving clients access to the growing field of influencer marketing at the B2B level. The new service, led by Rahul Titus, Global Head of Influence, will help brands access and leverage credible industry authorities to build brand awareness and reputation, facilitate relationships and improve employee engagement.
"The use of influence in business communications is not new, but many companies are only leveraging a small portion of its potential, focusing on the conversion phase. Extending the use of Business Influence to all business activities increases the impact exponentially. Companies can't always achieve this through other channels," says James Baldwin, Business Influence Director.
Business Influence Marketing is forecast to generate $11.7 billion in revenue by the end of 2022. This represents a shift in the way brands think – by using credible industry personalities with a proven track record, companies can tackle issues ranging from reputation management to fully integrated business building and employee advocacy. While some of the world's biggest B2B brands use influencers, Business Influence is still in its early stages. Ogilvy has assembled a team of Business Influence experts who have been working with clients on Business Influence for years.
"Business Influence is the most important new development in Influencer Marketing. Similar to consumer audiences, authentic credibility has also overtaken the hard sell when it comes to driving trust and growth in B2B. Companies and brands that do this well will reap the rewards of the ever-growing influencing. The future of Business Influence is about real people making a real difference. Own the conversation or someone else will," says Rahul Titus, Global Head of Influence.
Katja Berghoff, Managing Director of Ogilvy Public Relations in Germany, adds: "Ultimately, B2B decision-makers have the same desire as consumers for credible, authentic communication and trustworthy recommendations. Business-to-human (B2H) communication is not new, but in my opinion, it continues to gain relevance, and this is also reflected in Influencer Marketing."
According to Forbes, 90% of today's B2B audience no longer trusts sales messages, but 92% of B2B buyers agree that they would engage if those experts were well-known industry thought leaders. Authentic business influence credibility has overtaken sales as the foundation for B2B growth, but more support is needed to realize its full potential. 74% of B2B marketers believe Influencer Marketing improves brand relationships, but only 19% have ongoing influencer programs.
Since 2017, Rahul Titus and the Influence Team have been working to establish Ogilvy's leadership role in the influence economy. Titus and his team have consistently redefined the industry with their thought leadership, brought the network's Inclusive Influence initiative to life, and most recently unveiled Ogilvy's commitment to addressing the misuse of beauty and edited body representations in influencer content.
Ogilvy's influence expertise has set the standard for the industry, resulting in unrivaled new business and making Ogilvy the most award-winning agency at the Influencer Marketing Awards for the fourth year in a row.
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