GroupM launches AI-driven platform INCA to connect brands with credible influencers and publishers

GroupM, WPP's media investment management group, recently launched INCA, the brand safe influencer marketing solution for Pakistan. Utilising GroupM's unparalleled scale, INCA connects brands with the largest network of trusted publishers and influencers to create and promote content across social channels and beyond to drive brand engagement across digital platforms.

AI-powered insights on creators and audiences, fraud detection, workflow tools, amplification of content, and detailed campaign reporting dashboards are provided by INCA's proprietary platform. By leveraging real-time data, the platform sources, curates, and matches influencers and publishers to the brand's campaign objectives, ensuring the best content and partners for maximum impact.
 

Naveed Asghar, CEO GroupM Pakistan commented:

“We are thrilled about INCA’s launch in Pakistan. We look forward to helping brands scale up their digital campaigns through our best-in-class AI-enabled influencer marketing technology to guarantee not only effective marketing but also connect brands with relevant, authentic influencers and publishers.”

With specialist teams in four regions and 30 countries, INCA has created more than 2,500 campaigns with over 100,000 content pieces for more than 300 unique clients around the world. Clients in Pakistan can now leverage the additional benefit of global expertise and run campaigns across YouTube, Instagram, Facebook, Twitter, and TikTok.

As marketers look to increase their influencer marketing investments, the industry is growing at an astonishing rate, estimating to grow to $13billion in 2022. However, campaigns can be challenging and laborious to plan, execute, and track.

Publishing houses, influencers, and their content need to be manually identified, screened, and managed to ensure brand safety and quality, but the rise of bots makes it harder to identify which influencers are genuine and valuable. As a result of these challenges, brands that want to invest need trusted and scalable solutions.
 

Ghulam Jillani, Business Director (INCA), GroupM Pakistan stated:

“Using technology to challenge norms is the route to change the landscape. INCA addresses these challenges to provide a trusted network of verified influencer partners and campaign management processes. With this step we expect for ecosystem to change in order for us to bring that change in Pakistan we have INCA at GroupM."

Similarly, Ateeq Rehman, CIO, GroupM Pakistan also expressed his views at the launch:

“At INCA, we build genuine relationships between brands, consumers, and creators to drive business outcomes for clients and maximise returns on their digital spend. Influencer marketing is growing at a phenomenal pace in Pakistan, and we look forward to implementing INCA’s influencer marketing solutions for our valued clients in this region.”