Publicis Groupe Africa appoints Jarred Trembath to lead Influential

Trembath brings 15 years of EMEA experience in paid media, performance marketing, creator marketing and leadership, and continues to lead the group’s Performance B2B and Affiliate Marketing capabilities. 

Influential is a capability within Publicis Groupe Africa’s broader Connected Media proposition, combining AI-powered audience intelligence, ConnectedID deterministic identity, first-party data and cross-channel measurement. 

According to Publicis, influencer marketing is now one of the fastest-growing media channels globally. As marketing investment faces greater scrutiny, brands need influencer marketing to deliver measurable business outcomes, not just content and engagement.  

The company believes the industry is shifting from creators, followers, reach and organic campaigns toward audience intelligence, AI-powered planning, paid media integration, commerce and measurable business outcomes. 

Evolution of creator marketing 

Ashish Williams, Senior Vice President Media, says: “Creator marketing is evolving from a standalone communications channel into a measurable growth driver powered by data, technology and intelligence.  

“At Publicis Groupe Africa, we are focused on integrating creator capabilities within our broader Connected Media ecosystem, enabling brands to connect creativity, audience intelligence, commerce and measurement in a way that delivers meaningful business outcomes.  

“Jarred’s appointment reflects our commitment to building future-fit capabilities that help our clients navigate this evolving landscape with greater precision and impact.” 

Comments Trembath: “The creator economy has matured beyond a content-led discipline. We’re entering an era where influencer marketing is becoming one of the most accountable and intelligent media channels in the marketing mix. 

“The future of influencer marketing will be defined by who can connect intelligence, media and creativity to drive real business growth.”  

His experience includes being Global Client Director & DEI Lead at advertising services company Wavemaker in the UK, and Digital Director & Client Lead at advertising services company EssenceMediacom in South Africa.