Publicis' Influential hires former We Are Social & VML execs Kelson Ong & Erin Hunter. Published on: 21st July 2026 at 10:44 AM Publicis Groupe's influencer and social agency, Influential Australia, has appointed Kelson Ong and Erin Hunter as group directors for Melbourne and Sydney. Ong returns to Publicis Groupe after almost a decade, where he most recently worked at We Are Social Singapore for over four years as general manager & head of business development, marketing and PR. Hunter brings 17 years of industry experience, most recently working at VML as head of commerce & LIVE AUNZ. Hunter and Ong will play a key role in growing and deepening client partnerships, while driving commercial outcomes through industry-leading social and influencer solutions. General manager of Influential Australia Catherine Wilkinson said: "As brands put social at the centre of their marketing, Influential Australia is assembling a team that's redefining what a modern influencer and social agency agency looks like." "We're attracting exceptional talent, creating work that shapes culture instead of chasing it, and building a workplace where people are encouraged to do brilliant work without taking themselves too seriously." On his new role, Ong highlighted that the agency is "building something genuinely different". "It's an agency that treats social-first thinking and creativity as a strategic craft in its own right. I'm excited to help brands grow by putting that thinking into practice, connecting culture, creators, and commerce from the start." Meanwhile, Hunter described the pace of social currently as being "electric". "Influential is building something special, not just because of its momentum, but because it's investing in people as much as the work," he said. "That's exactly the kind of environment I want to help grow." Influential Australia was launched in September 2025, and works to help brands connect with culture, creators and commerce. Join more than 30,000 advertising industry experts Get all the latest advertising and media news direct to your inbox from B&T.

Clio in collaboration with YouTube and Influential bet big on creators with launch of Clio Creators. The new program will award both brands and creators, recognising standout work that drives culture, creativity, and engagement across digital platforms worldwide. 27 Mar 2026 10:52 IST New Delhi: Clio Awards has announced Clio Creators, a program built for the people shaping culture from their phones, not boardrooms. Partnering with YouTube and Influential, the initiative is designed to spotlight how creators are driving both creativity and commerce today. Unlike most awards stuck in one format or platform, Clio Creators accepts submissions across Instagram, LinkedIn, Snapchat, TikTok, YouTube, and whatever platform that blows up next week. Nicole Purcell, CEO of Clios, said, "For more than 65 years, the Clios have recognized creativity in many forms. What started out primarily as a celebration of radio advertising has evolved into a multi-faceted business that serves as a global creative benchmark for originality, craft, and cultural impact across a number of fields." "Clio Creators extends our reach to the entire creator ecosystem, honoring how their work is shaping the creative business from brand partnerships to independent storytelling, and everything in between," he added. Clio Creators will sit alongside the brand's existing awards across advertising, sports, music, entertainment, and health. But this one feels different. It splits entries into two clear lanes: Brand and Creator. The Brand track honors brands that leverage creator talent, storytelling, and platform-native strategies to drive marketing objectives, cultural relevance, and audience engagement. While the Creator track celebrates work promoting a creator's own brand, persona, or content. "Creators are shaping the future of storytelling, and Clio Creators provides the perfect platform to honor that innovation," said Chris Detert, Influential's Chief Communication Officer. "Influential is proud to help identify the right voices, surface standout work, and collaborate with the jury to celebrate campaigns and content defining this space." The inaugural program cycle will culminate in an awards ceremony in November at the Dolby Theatre in Los Angeles, where entrants, creators, and their fans will celebrate as the Grand Clio Creators Award winners are revealed on stage. The event will also be streamed on YouTube. "YouTube is the home of creators and their communities. Brands are putting them at the heart of their campaigns because they drive exciting discoveries and confident decisions that deliver results," said Anne Marie Nelson-Bogle, VP of Marketing, YouTube Ads. "We're incredibly proud to partner with the Clios to bring much-needed recognition to the brands and creators building a new era of creator marketing."