Haleon hires Collectively for influencer marketing in unusual 3-year deal

Haleon has chosen Brandtech Group’s Collectively as its principal influencer marketing agency in the U.S. following a review, in a three-year deal that’s unusual in a segment of marketing services where year-to-year assignments are the norm. Collectively will serve Haleon across the company’s over-the-counter drug and wellness brands, including Sensodyne, Centrum, Theraflu, Flonase, Voltaren and Advil. Haleon U.S. Chief Marketing Officer Katie Williams said the assignment reflects the company’s commitment to influencer marketing and continuity in that work. Also read: Creator and influencer trends to know Check out the latest Ad Age events and award programs “This partnership with Collectively is one of the big milestones we’ve had on the roadmap to make sure that we not only are building brands in a relevant way with our trusted science, but doing it in spaces and with people and partners who really reflect how consumers are looking to get healthcare information,” Williams said. “Consumers, especially younger consumers, have really shifted in terms of where they’re looking for healthcare information,” she said. “We historically partnered with healthcare experts. But now we’re even seeing how healthcare experts are moving into the social space to have these conversations, so we wanted to make sure we had a partner who really understood this space.” Haleon did not have a principal influencer agency before this. “The opportunity to start in a longer-term relationship right off the bat is exciting,” said Ryan Stern, co-founder and CEO of Collectively. “I think it’s where we’re going to need to go to continue to have creators and audiences really trust the brand side of the collaboration.” Creative agencies, public relations shops and influencer specialty shops all are vying for the growing influencer marketing space, and Haleon considered all of those options, Williams said. “We really wanted to pull together a much more integrated planning approach that reflected paid, owned and earned [media], and not just separately, but how they work together,” Williams said. Having Collectively work across brands on influencer marketing ultimately looked like “the best partner for us to stand this capability up in our organization and ensure it was consistent across our brand portfolio,” Williams said. “We wanted consistency, so going with one partner that had expertise in the space felt like a better move.” Media measurement blog Tracking TV, social and digital updates Click here

Haleon hires Collectively for influencer marketing in unusual 3-year deal

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