NEW YORK: MSLGroup has named Erin Lanuti its chief influence strategist, formalizing a role she has served in on an acting basis for six months.
The promotion also makes her a member of MSLGroup’s global leadership team, known as COMEX, reporting to global CEO Guillaume Herbette.
Lanuti will work with leaders of the agency and parent company Publicis Groupe on collaborative business efforts, shaping a global vision about influence, and building "opportunities around influence that can be made available to all of the Groupe’s clients," it said in a statement.
MSLGroup has seen more opportunities in influence since Publicis Groupe restructured into four "solutions hubs" at the end of last year, Lanuti said, adding that influence is largely untapped as a marketing resource.
"The structure of Publicis gives us access to the best technology and expertise in different areas, [and] industry data continues to grow showing the importance of influence in driving commerce," she explained.
Lanuti added that she is overseeing a global team and plans to add more members as needed. She will focus on influence "beyond the borders of PR," the holding company said in a statement, combining paid, earned, and owned media, as well as shopper activities.
Lanuti has worked at MSLGroup since 2010 as an SVP of paid media and cross-channel strategy. She has also worked at Blink Entertainment, Nike Communications, Burson-Marsteller, and had a previous stint at MSL when it was known as Manning, Selvage & Lee.