Karla Otto Doubles Down on Influencer Marketing and advertising With New Acquisition | BoF Skilled, News & Examination

On Thursday, world wide vogue and elegance agency team The Independents announced the acquisition of Paris-dependent influencer advertising agency Lefty. As a consequence, style company Karla Otto, 1 of The Independents’ organizations, will get started featuring official influencer marketing solutions. “More than at any time, agility is extremely crucial and […]

On Thursday, world wide vogue and elegance agency team The Independents announced the acquisition of Paris-dependent influencer advertising agency Lefty. As a consequence, style company Karla Otto, 1 of The Independents’ organizations, will get started featuring official influencer marketing solutions.

“More than at any time, agility is extremely crucial and when we converse about influencers, we see that [the space] has demonstrated good resilience throughout this COVID crisis,” reported Isabelle Chouvet, chief govt of The Independents. In 2017, Karla Otto and K2 merged to form The Independents, ultimately also acquiring Dubai-primarily based luxurious communications company The Qode. Prior to the Lefty acquisition, Karla Otto worked with influencers by pairing them with their manufacturer clients, nevertheless the agency did not have an in-house platform to find new influencers or monitor influencer info.

“Having these technological info capabilities will aid us with the transformation of the way the company expert services their shoppers,” she additional.

The phrases of the offer with Lefty ended up not disclosed, however its a few co-founders — Thomas Repelski, Roman Berenstein and Christian Rivasseau — will come to be companions and shareholders in The Independents.

Karla Otto has formerly labored with Lefty, which was established in 2015, on different assignments. By bringing the company under The Independents’ umbrella, it will offer Karla Otto the types of accessibility to facts that usually needs more resources to establish out in-dwelling. (For case in point, measuring the influence of an influencer campaign according to sales or acquired media benefit.)

Lefty co-founder Repelski mentioned that when performing with purchasers, the agency actions the impressions on social media of an influencer marketing campaign against the charge of a social media ad buy, when accounting for regional variances that might impression value as properly — facts that will be useful to Karla Otto, offered its international reach. (The agency has offices in 12 cities, which includes London, New York and Tokyo.)

Chouvet, who released Karla Otto’s sister company K2 in Japan and invested much of her career primarily based in Shanghai, mentioned that increasing the firm’s influencer reach in Asia is its subsequent precedence. A particular spot of concentration is China — where vital feeling leaders (or KOLs, as they are termed colloquially) are integral in direction of driving sales of luxury manufacturers as properly as their possess in what is mostly a reopened economic system.

The acquisition announcement comes immediately after a 12 months of issues for a lot of of fashion’s most important public relations corporations, as the pandemic pressured many trend makes to scale again their communications and internet marketing paying in get to protect their wider business. (Karla Otto was not immune: at the commencing of the pandemic final April, it reduce around two dozen personnel in its New York business office.)

As products and services like event production — a considerable income driver for many of the premier agencies just before the pandemic — arrived to a halt more than the very last year, corporations have pivoted in direction of pandemic-evidence products and services like influencer internet marketing.

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