Influential Australia, a Publicis Groupe agency, appointed Kelson Ong and Erin Hunter as group directors for Melbourne and Sydney, respectively, as part of its strategy to strengthen leadership and client partnerships since its 2025 launch.
The appointment of Kelson Ong and Erin Hunter as group directors for Melbourne and Sydney marks a strategic move by Influential Australia, Publicis Groupe Australia’s influencer and social agency, to expand its leadership team. Launched in September 2025, the agency aims to evolve how brands connect with culture, creators, and commerce through social and influencer marketing.
Leadership Appointments and Strategic Goals
Ong, who returns to Publicis Groupe after nearly a decade away, previously worked at We Are Social Singapore as general manager and head of business development, marketing, and PR. Hunter, with 17 years of industry experience, most recently served as head of commerce & LIVE AUNZ at VML. Both will focus on growing client partnerships and driving commercial outcomes through social and influencer solutions.
Catherine Wilkinson, general manager of Influential Australia, emphasized the agency’s mission to assemble a team that’s redefining what a modern influencer and social agency looks like.
She highlighted the agency’s focus on attracting exceptional talent
and fostering a workplace where people are encouraged to do brilliant work without taking themselves too seriously.
“Influential Australia is building something genuinely different – an agency that treats social-first thinking and creativity as a strategic craft in its own right. I’m excited to help brands grow by putting that thinking into practice, connecting culture, creators, and commerce from the start.”
Kelson Ong, Influential Australia Group Director
Ong’s statement underscores the agency’s emphasis on social-first strategies, while Erin Hunter described the current “electric” pace of social media as a catalyst for growth. She added that Influential Australia’s focus on investing in people as much as the work
aligns with her vision for the agency’s future.
Industry Context and Agency Vision
Influential Australia operates as part of Publicis Groupe Australia’s network, integrating media, creative, and communications capabilities. The agency’s approach combines data, technology, and cultural creativity to provide end-to-end solutions for social and influencer marketing.
Wilkinson’s comments reflect the agency’s broader industry positioning. The appointments of Ong and Hunter are seen as critical to advancing this vision.
“The pace of social right now is electric. Influential is building something special, not just because of its momentum, but because it’s investing in people as much as the work. That’s exactly the kind of environment I want to help grow.”
Erin Hunter, Influential Australia Group Director
The agency’s growth trajectory has been supported by its parent company’s resources. This partnership enables Influential Australia to leverage expertise across media, creative, and communications sectors, enhancing its ability to deliver comprehensive marketing solutions.
What Comes Next for Influential Australia
With Ong and Hunter in place, the agency is expected to deepen its client relationships and expand its market presence. Key priorities include scaling its social-first strategies and maintaining its focus on cultural relevance. The leadership team’s experience in both traditional and digital marketing is seen as a critical asset in navigating the evolving landscape of social media and influencer partnerships.
Industry observers will be watching how Influential Australia translates its vision into measurable outcomes. The success of its strategy will depend on its ability to adapt to rapidly changing trends while maintaining the creative and commercial value it promises to deliver.
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