Influential Australia Appoints Kelson Ong and Erin Hunter as Group Directors

Strategic Appointments for Melbourne and Sydney

Publicis Groupe’s influencer and social agency, Influential Australia, is scaling its local operations with two significant executive hires. Kelson Ong and Erin Hunter have been named group directors, roles that will see them overseeing the agency’s Melbourne and Sydney offices. The hires come as the agency looks to solidify its market position following its launch in September 2025, a period during which the firm was designed to evolve how brands connect with culture, creators, and commerce.

Both directors arrive with substantial industry backgrounds. Kelson Ong returns to the Publicis Groupe network after almost a decade. His most recent role was at We Are Social Singapore, where he spent over four years as general manager and head of business development, marketing, and PR. Erin Hunter brings 17 years of industry experience to the agency, joining from VML, where she most recently served as head of commerce & LIVE AUNZ. Both leaders have built their professional careers across social and creator spaces, as well as traditional marketing.

Catherine Wilkinson on Redefining the Agency Model

Catherine Wilkinson, general manager of Influential Australia, framed the appointments as a critical step in the agency’s evolution. She emphasized that the agency is moving beyond traditional influencer marketing models to build a team that treats social strategy as a core creative craft. Wilkinson noted that as brands place social platforms at the center of their marketing strategies, the agency is focused on assembling a team that is redefining the appearance and function of a modern influencer and social agency.

As brands put social at the centre of their marketing, Influential Australia is assembling a team that’s redefining what a modern influencer and social agency looks like, Wilkinson stated. She further emphasized the agency’s cultural ambitions, adding, We’re attracting exceptional talent, creating work that shapes culture instead of chasing it, and building a workplace where people are encouraged to do brilliant work without taking themselves too seriously.

Ong and Hunter on Agency Momentum

For the new directors, the opportunity lies in the agency’s focus on the intersection of culture, creators, and commerce. Kelson Ong noted that he was drawn to the agency’s specific approach to social-first thinking. Influential Australia is building something genuinely different – an agency that treats social-first thinking and creativity as a strategic craft in its own right, Ong stated. I’m excited to help brands grow by putting that thinking into practice, connecting culture, creators, and commerce from the start.

Erin Hunter highlighted the speed and culture of the organization as key motivators for her move. She described the current pace of the social industry as being “electric.” Hunter noted that the firm’s focus on team investment is a primary factor that differentiates the agency’s growth trajectory. Influential is building something special, not just because of its momentum, but because it’s investing in people as much as the work, Hunter stated. That’s exactly the kind of environment I want to help grow.

Market Context and Agency Scope

Influential Australia operates as part of the broader Publicis Groupe Australia network. Its mandate is to provide an end-to-end solution for clients navigating the creator economy. With the addition of Ong and Hunter, the agency intends to deepen its client partnerships and drive commercial outcomes. The agency continues to position itself as a firm that connects culture, creators, and commerce.

Sources: Lbbonline, bandt.com.au.