By B&T Magazine, 17 March 2020
INCA, GroupM’s brand-safe influencer marketing solution, has appointed Arthur Altounian as its client development director for Asia Pacific.
In his new role, Altounian will be working across top global and regional clients to help them realize the full potential influencer and content marketing has to offer with INCA. He will be leading the strategic approach on how influencer marketing sits on the overall planning framework of clients as well as help spark solution innovation across the Asia Pacific region.
INCA is GroupM’s proprietary solution for data-powered influencer selection and content creation, enabling brands to run content marketing campaigns across and beyond social channels to achieve real, tangible outcomes for marketers.
“I am delighted to join the INCA Asia Pacific team as its client development director. Awareness and media spend on influencer marketing solutions are on the rise, yet many market players remain very fragmented with many pitfalls experienced and a lack of transparency in the process,” said Altounian. “With INCA, every marketer is provided a unique data-driven influencer and content solution that simplifies the overall user experience for marketers and enables brands to take advantage of how consumers interact with influencers to boost their content’s reach and engagements with the brand.”
On trends, Altounian also noted, “It is interesting to observe how users interact with influencers and how brands take advantage of this to boost their communication and engagement. To drive efficiency and ROI, it’s paramount to create synergies with advertisers and marketing channels. In general, a good mix between entertaining, educational and inspirational content generate better engagement among consumers.”
Born in the south of France, Altounian brings 15 years of experience in media, programmatic advertising, sales, business development and team management to his role at INCA. He spent five years at Xaxis in the UK leading and developing a 15-person team that provided programmatic solutions for global clients in multiple markets. Prior to this role, Altounian was part of the international advertising sales team at Microsoft.
“We are very excited to welcome Arthur to the team. He will not only sharpen the client relationships and offerings but develop a bespoke strategic thinking on influencer and content marketing and the role it plays in the overall marketing and advertising framework. I am confident that his wealth of knowledge and experience in dealing with agencies and global clients will lead the team to reach many more milestones in the future,” said INCA Asia Pacific lead Atique Kazi.
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