Social Catalyst has been created in partnership with PeerIndex, whose technology will now be integrated into commercial campaigns across IPC's brands.
It claims to capitalise on IPC Media's brands' influence across social media and tap into PeerIndex's network of more than 150,000 influencers.
The partnership will also deliver an editorial connection with campaigns and also increase conversation around the activity.
Andrew Sanders, digital brand partnerships director at IPC Media, said: "Personal recommendations and endorsements play an increasingly visible part in the consumer decision journey.
"Working with PeerIndex will enable us to take our integrated campaigns to the next level. Trusted influence has always been at the heart of what our brands deliver for advertisers. The creation of Social Catalyst will allow us deliver this more effectively and transparently."
Consumer influence is playing an increasingly significant role in driving awareness and sales through personal referral and recommendation on social media, according to Phil Guest, commercial director at PeerIndex.
He added: "PeerIndex, working with IPC, will help connect brands with the most influential consumers to generate authentic word-of-mouth endorsement on a massive scale."Follow @DurraniMix
This article was first published on mediaweek.co.uk