The rebrand has been under way since May 2013 when MD Sara Wilde-McKeown stepped into the role. McKeown, previously commercial MD of the Trinity Mirror Regional newspaper group, has been focusing on broadening the agency’s skills base and focusing on its marketing strategy, insights and digital marketing offering.
Wilde-McKeown said: "We work with influential brands and wanted a name that reflects our affinity with our customers’ values and aspirations. It’s important now that our brand mirrors not just how the agency has evolved, but also how the market in which we operate has changed.
"The rebrand acknowledges the kaleidoscope of ways people now share information, and the variety of tools brands use to engage with their audiences. We are a smart communications agency that delivers influence for brands. We do that by blending insight, fresh ideas and expert storytelling to help brands connect with customers and stakeholders."
The agency, which was founded in 2006, has offices in Liverpool, Manchester and London.
Its brands include construction giant Morgan Sindall, wealth manager Quilter Cheviot and drug company Redx Pharma. The agency also works for accountancy firm Grant Thornton, National Lottery operator Camelot and the Liverpool One retail and leisure complex, for which it has recently developed a social media strategy.
The agency’s recent project wins include a public health consultation for Greater Manchester Health Network – the Healthier Together campaign. Influential is also working to deliver a new marketing strategy for the public sector agency Marketing Liverpool and ACC Liverpool conference and convention centre around its Ambassadors programme. The project is part of Liverpool’s strategy to attract major business events to the city.
The most recent recruit to the Influential executive team is Karen Swan, who worked with Wilde-McKeown at Trinity Mirror Regionals as director of strategic marketing.
The board is completed by directors Jon Brown and Chris Hulme, both former journalists, and chairman David Heal, who founded and developed Harrison Cowley into the UK’s largest independent PR agency before selling it to Huntsworth.