"Publicis is putting to use its acquisition of creator agency Influential in 2024, but is also tapping into its data powerhouse, Epsilon, to marry data resources to its creator-led marketing. The effort will tap into creators, athletes, NIL talent, and sports-culture influencers, while Publicis Sports provides intelligence on fan bases, guides on sponsorships and then activates on them, using Epsilon data to help get to more deterministic data power of Epsilon."
""More and more, the people around athletes and their lifestyle are of interest to their communities. This would generally be missed if a brand is setting a specific demo to go after, but with our data we can identify these untapped audiences to provide extended reach and additional relevance. This allows for the strategy to create even more relevance and scale.""
Publicis formed Influential Sports to connect brands with sports fans through creators, athletes, NIL talent, and sports-culture influencers. The new unit leverages the 2024 acquisition of creator agency Influential and integrates Epsilon's data capabilities to inform talent selection and campaign activation. Publicis Sports supplies fan intelligence, sponsorship guidance, and activation support while Epsilon's data enables more deterministic audience identification beyond traditional demos. The approach seeks untapped audiences through athletes' surrounding communities and lifestyles to extend reach and relevance. Investment decisions remain with Publicis' investment group, and clients across FMCG, consumer electronics, retail, automotive, and technology have been approached.
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