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#IMA20: Q&A with Category Sponsor Influencity 

We speak to Francisco Hernández, chief strategy officer at Influencity ahead of the 2020 Influencer Marketing Awards.

Influencity is sponsoring the Best Large Agency category at the 2020 Influencer Marketing Awards at Sheraton Grand Park Lane in London. We caught up with chief strategy officer Francisco Hernández ahead of the glitz and glam evening that will see 28 awards presented in front of over 350 attendees eager to find out who has scooped the top prize.

First of all, could you introduce Influencity and give us an insight into what you do?

Influencity is a global influencer marketing automation platform. We work with many of the world’s largest brands and agencies helping them deliver professional work whilst at the same time significantly reducing workload and costs. The business started as an agency four years ago and transformed into a platform when we identified the need for a platform that was built from the perspective of professionals managing and delivering campaigns. For that reason, we delivered an end-to-end solution and a personalised campaign management module that can be set up to meet the individual needs of every agency and campaign workflow. We also boast a database of 58 million influencers globally so there is total coverage for our clients, whether it be local or global.

We are pleased to have you involved in the 2020 Influencer Marketing Awards. What are you looking forward to and what value do events like these bring to the industry?

As the industry grows and becomes more mature, it’s exciting to see the talent and professionalism now that these types of awards reflect. We are no longer an afterthought or add-on when marketers are developing their marketing plans and budgets but an integral part of any strategy.

You are sponsoring the Best Large Influencer Marketing Agency category? How have you seen agencies progress since you started out in influencer marketing?

Agencies have matured at a fast pace. Teams are now attracting talent from traditional marketing sectors and this has brought with it a level of professionalism and raised the standards of the management and delivery of campaigns. No longer is it seen as the wild west of marketing but an integral part of marketing that is here to stay.

In your opinion, what makes a stand-out influencer marketing agency?

An agency that raises the bar continuously in quality, clients, and delivery.

What kind of questions should brands be asking when choosing an influencer marketing agency?

It’s essential that agencies have moved on from manually managing influencer marketing campaigns, therefore, any brand should be asking what platforms the agency is using to support its work. Influencer marketing has to be held to the same standards as other traditional marketing sectors so transparency should be questioned.

What are some of the benefits brands can see when working with large agencies as opposed to doing things in-house?

A large agency has the expertise and experience needed. They understand all the challenges because they deal with it day by day. They have established processes and relationships with influencers that ensure the quality a brand needs to be able to deliver and an agency will be using software that ensures the best ROI.

Lastly, what do you have in the pipeline for next year?

Influencity has a very exciting product roadmap to deliver in 2020, which will cement our position as one of the world-leading influencer marketing platforms. This year we have expanded internationally at a faster rate than we predicted 12 months ago and this has enabled us to boast clients on every continent. We have identified the key markets we will be focusing our efforts for continued growth in 2020.

The shortlist for the Influencer Marketing Awards will be announced on January 21 so keep your eyes peeled to find out who has made the cut. If you’re interested in sponsorship opportunities, find out more here. 

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