Influencer marketing business TAKUMI has today announced TAKUMI X – a new creative division with a creator-led approach to influencer marketing.

According to TAKUMI’s latest report, 44% of consumers in the UK, US and Germany agreeing that branded content is boring and uninspiring. With marketers struggling to create effective campaigns in fast-changing environments, TAKUMI X hopes to tackle some of these challenges by handing the reins over to creators and giving them direct access to brands as acting creative consultants.

With its key distinguishing feature, TAKUMI X facilitates a new working relationship between creators and brands, and involves the creator at every stage, from briefing insights and ideation through launch and amplification. This will enable brands to work more closely with creators to produce innovative and culturally relevant content.

TAKUMI X is available in the UK, with the US and other territories rolling out in the coming weeks.

“Time and time again, we’ve seen that the most culturally relevant marketing content today is conceived and developed by creators. They are modern-day Don Drapers; creative and influential forces to the likes of which we haven’t seen since the 1960s. These are the people who are driving culture, setting the agenda, capturing the zeitgeist and creating virality that brands struggle to achieve alone,” said Mary Keane-Dawson, Group CEO of TAKUMI.

Creators have a deep understanding of today’s cultural landscape and its intricacies and are uniquely positioned to help bridge the gap between brands and consumer audiences. Therefore, the new division will offer the likes of talent discovery, culture insights, branded content, and amplification to name a few.

New executive hire

Jim Meadows has just been appointed as chief strategy officer and will lead TAXUMI X.

“I have admired Takumi’s campaign content for many years and am so pleased to be joining this organisation at such a pivotal point, ” commented Jim Meadows. “Takumi has paved the way in the influencer marketing industry, and we are looking forward to guiding clients to uplevel their marketing with more realistic, authentic, diverse and culturally relevant content than ever before through TAKUMI X.”

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