Influencer marketing agency TAKUMI has launched TAKUMI X – a new creative division with a creator-led approach.

TAKUMI X will enable brands to work closer with creators to produce ‘innovative and culturally relevant content’.

Designed for existing and emerging platforms, TAKUMI X facilitates a new working relationship between creators and brands; with creators bringing their own insights and expertise into the process from the very beginning.

TAKUMI X is available in the UK with the US and other territories rolling out in the coming weeks. The division will be led by Jim Meadows, who has joined TAKUMI as Chief Strategy Officer. Meadows previously co-founded specialist UGC and influencer marketing agency Commit.

“I have admired Takumi’s campaign content for many years and am so pleased to be joining this organisation at such a pivotal point,” said Meadows.

“Takumi has paved the way in the influencer marketing industry, and we are looking forward to guiding clients to uplevel their marketing with more realistic, authentic, diverse and culturally relevant content than ever before through TAKUMI X,” he added.

Putting creators in control

While influencer marketing has become ubiquitous, even the most experienced marketers struggle to create powerful, effective campaigns in extremely fast-changing environments.

Further, consumers are growing tired of seeing the same content over and over in their feeds. 44% of consumers in the UK, US and Germany agree that current branded content is boring and uninspiring.

TAKUMI X aims to address these challenges by flipping the standard influencer marketing models and processes on its head, handing the reins over to creators and giving them direct access to brands as acting creative consultants. The platform involves the creator at every stage, from briefing insights and ideation through launch and amplification.

“Time and time again, we’ve seen that the most culturally relevant marketing content today is conceived and developed by creators. They are modern-day Don Drapers; creative and influential forces to the likes of which we haven’t seen since the 1960s. These are the people who are driving culture, setting the agenda, capturing the zeitgeist and creating virality that brands struggle to achieve alone,” said Mary Keane-Dawson, TAKUM’Is Group CEO.

“We are excited to facilitate deeper collaborations than ever before and offer clients unprecedented access to the firsthand insights and creative reserves of leading
talent,” added Keane-Dawson.

TAKUMI Group CEO Mary Keane-Dawson will be speaking at MAD//Fest x DMEXCO@home on 23-24 September.