Creative communications and PR agency, Red Havas has announced the global launch of SWAY by Red Havas, a specialist end-to-end influencer marketing division fusing PR, content, social and experiential together to develop creative influencer campaigns that deliver tangible business impact.

The launch of SWAY coincides with the appointment of Tina Provis (pictured), who joins part of the global leadership group for SWAY and will lead the charge alongside influencer and creator specialists in executing Red Havas' offering. The former "Redster", creator, and Love Island winner returns to the agency bringing a wealth of experience in the worlds of PR and influencer marketing, blending insights from both agency and creator perspectives.

Global CEO of the Red Havas Group, James Wright, said the global offering, born out of Australia, aims to enhance the agency’s existing influencer practice: "Across the Red Havas Group we have been working in this area for a number of years now and presently are working with more than 100 brands and organisations on their influencer activity, so it's a natural next step to formalise and focus on this as a global practice.

"More brands than ever before are adapting their broader strategy and communications to include significant influencer activity. Some even put influencer marketing front and centre, recognising them as a full-funnel marketing channel. It’s no longer about just a paid transaction. Brands are building long-term relationships with influencers who are advocating their messages and experience. In launching SWAY by Red Havas, we’ve evolved our distinct borderless merged media model to ensure influencer work has its own dedicated seat at the table."

Tina Provis, who has a following of over 260,000 on Instagram and TikTok, said she is excited to be bringing her experience to the new influencer offering at Red Havas: "They say life isn’t linear, and my career to date speaks for itself. A kickstart into the PR industry and a reality show or two later, I find myself with a unique industry experience that lands me between PR professional and content creator."

SWAY by Red Havas encompasses global centres of excellence in Australia, Asia, Europe, North America and the Middle East.