LONDON — AxiCom, WPP’s specialist technology PR agency, has launched an influencer marketing practice to create influencer-led campaigns for B2B and consumer technology clients.

The influencer marketing practice matches brands with influencers who can bring complex technology to life and show its everyday benefits. The agency has already run influencer campaigns for all its consumer technology clients is now rolling out the offer to its B2B clients.

The new practice is led by director of influencer marketing and consumer technology Maria Arbalova (pictured), who joined AxiCom as a trainee nearly 10 years ago.

She said: “My number one goal is to continuously evolve our offering, as well as my team’s skillsets. As an agency, we pride ourselves on our agility in spotting change early and adapting to both the wider industry and our clients’ increasing requirements. That was a winning mindset during the pandemic and allowed us to continue growing.”

AxiCom’s consumer technology revenue has grown by 30% year-on-year. Recent wins for the consumer technology practice, which works with any consumer product or service with a technology story, include an on-demand service that delivers premium beauty, fine wine and organic food products within 30 minutes of ordering.

UK managing director Rosie Bannister said: “The team excel at doing what’s right for their clients, while winning new brands, and the 30% growth in revenue for the consumer tech team is testament to their success. Combined with the 300% year on year growth for new business wins across the agency in Q1, we hope this momentum will continue throughout 2021.”