Publicis Groupe Africa Appoints Jarred Trembath Head of Influential, SSA
Publicis Groupe Africa has appointed Jarred Trembath as Head of Influential, Sub-Saharan Africa (SSA), as the communications group moves to strengthen its creator marketing capabilities and drive a more data-led approach to influencer marketing across the region.
Trembath brings 15 years of experience across the EMEA market, spanning paid media, performance marketing, creator marketing, media strategy, activation and business leadership.
In his new role, he will lead the growth and evolution of Publicis Groupe Africa’s Influential offering, while continuing to oversee the group’s Performance B2B and Affiliate Marketing capabilities.
His appointment comes amid a broader shift in the creator economy, with brands increasingly demanding measurable commercial returns from influencer partnerships beyond conventional metrics such as followers, reach, engagement and content output.
Publicis Groupe Africa said the influencer marketing landscape is evolving towards a more integrated model driven by audience intelligence, artificial intelligence, paid media, commerce, data and measurable business outcomes.
Influential forms part of Publicis Groupe Africa’s broader Connected Media proposition, which combines AI-powered audience intelligence, ConnectedID deterministic identity, first-party data and cross-channel measurement.
The model is designed to enable brands to identify the communities and audiences influencing consumer behaviour before selecting creators capable of establishing authentic connections with those audiences.
According to Publicis Groupe Africa, the integration of creator marketing with audience intelligence, identity, data, media and measurement represents a key differentiator in its approach to the rapidly evolving creator economy.
Commenting on the appointment, Ashish Williams, Senior Vice President, Media, Publicis Groupe, said creator marketing was moving from a standalone communications discipline into a measurable growth channel.
“Creator marketing is evolving from a standalone communications channel into a measurable growth driver powered by data, technology and intelligence,” Williams said.
He added that Publicis Groupe Africa was focused on integrating creator capabilities into its Connected Media ecosystem to enable brands to connect creativity, audience intelligence, commerce and measurement to deliver 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,” Williams added.
Trembath described the appointment as an opportunity to help redefine the role of influencer marketing within the broader media mix.
“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,” he said.
According to him, the next phase of creator marketing will be determined by the ability of agencies and brands to connect intelligence, media and creativity with measurable business growth.
“The future of influencer marketing will be defined by who can connect intelligence, media and creativity to drive real business growth,” Trembath said.
Trembath joins the role with extensive international experience. His career includes serving as Global Client Director and DEI Lead at Wavemaker in the UK, as well as Digital Director and Client Lead at EssenceMediacom in South Africa.
His experience across media, performance, digital and creator marketing is expected to support Publicis Groupe Africa’s ambition to build a more integrated creator marketing ecosystem across Sub-Saharan Africa.
The appointment reflects the wider transformation of influencer marketing from a predominantly content and awareness-driven activity into a sophisticated media discipline where audience intelligence, technology, commerce and accountability increasingly determine campaign value.
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