The marketing and communications agency Hunter, owned by Stagwell, is launching Bobbie—a standalone agency focused exclusively on influencer marketing, with offices in key cities across North America and Europe. The new agency responds to the growing demand for influencer marketing services, with 75% of marketers now allocating dedicated budgets to influencer marketing, up from just 37% in 2017.
- Hunter will continue to offer influencer marketing services, but Bobbie is designed to meet the growing demand for specialized influencer marketing expertise.
- The formation of Bobbie is a response to client demand for influencer-led strategy, execution, and reporting.
- The agency will operate independently from Hunter, with 12 full-time staffers across its offices in New York, Los Angeles, Toronto, Montreal, and London.
Hunter is launching Bobbie with Donetta Allen as president and Monica Caponigro as managing director, both bringing over a decade of experience in influencer marketing. Allen was previously Hunter’s first chief influencer and social media officer, while Caponigro previously led Hunter’s influencer marketing team before transitioning to Nordstrom.
“Clients with dedicated influencer teams want to work with dedicated influencer agencies,” said Caponigro. “We’re seeing more of that shift every year, and Bobbie is designed to meet that need.”
Bobbie will offer full-service influencer marketing support, including creator sourcing, content production, paid amplification, affiliate marketing, experiential activations, and measurement. The agency will use Stagwell technology and AI tools to streamline campaign operations and match influencers to brands. Key Highlights:
- Bobbie will operate independently from Hunter with offices in key cities.
- The agency will offer full-service influencer marketing support.
- Bobbie will utilize Stagwell technology and AI tools to streamline campaign operations.
- Influencers are people, reaching people; relationships are central to the model.
- Trust and authenticity drive results.
- The agency will prioritize personal touch and scale.
- Bobbie will launch with 12 full-time staffers across its offices.
- The agency is pursuing influencer agency-of-record opportunities across various verticals, including beauty, lifestyle, and retail.
- Bobbie will not disclose its client roster at this time.
| Donetta Allen, President of Bobbie | “Clients with dedicated influencer teams want to work with dedicated influencer agencies. We’re seeing more of that shift every year, and Bobbie is designed to meet that need.” |
| Monica Caponigro, Managing Director of Bobbie | “Our goal is to grow and become the go-to influencer partner for brands that want both scale and a personal touch.” |
With Stagwell’s recent acquisition of influencer tech platform Leaders, the agency is investing in the creator economy. Bobbie is the latest addition to Stagwell’s growing influencer roster, responding to the significant shift in the industry. Example:
In 2022, a major beauty brand partnered with Bobbie to launch a large-scale influencer campaign. The campaign resulted in a significant increase in brand awareness and sales.
- Bobbie declined to disclose its client roster, but is pursuing influencer agency-of-record opportunities across various verticals.
- The agency is committed to growing and becoming the go-to influencer partner for brands that want both scale and a personal touch.
- Bobbie will continue to invest in Stagwell technology and AI tools to enhance campaign operations.
The growth of the influencer marketing industry is driving the need for specialized agencies that can deliver high-quality, tailored solutions. With Bobbie, Stagwell is responding to this demand, providing a dedicated agency that can meet the unique needs of clients. As the industry continues to evolve, Bobbie is poised to play a significant role in shaping the future of influencer marketing.
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