{"id":1049,"date":"2026-07-23T14:36:05","date_gmt":"2026-07-23T14:36:05","guid":{"rendered":"https:\/\/www.performics.com\/uk\/?p=1049"},"modified":"2026-07-23T14:42:18","modified_gmt":"2026-07-23T14:42:18","slug":"publicis-x-meta-event-connecting-social-from-influence-to-outcomes","status":"publish","type":"post","link":"https:\/\/www.performics.com\/uk\/2026\/07\/23\/publicis-x-meta-event-connecting-social-from-influence-to-outcomes\/","title":{"rendered":"Publicis x Meta Event: Connecting Social \u2013 From Influence to Outcome"},"content":{"rendered":"\n<figure class=\"wp-block-video\"><video controls src=\"https:\/\/www.performics.com\/uk\/wp-content\/uploads\/sites\/9\/2026\/07\/J11397-001-CC-Meta-Agency-Roadshow-2026-Publicis-V3-reduced-size_V1.mp4\"><\/video><\/figure>\n\n\n\n<p><strong>On 10 June 2026,<\/strong> Publicis and Meta hosted an inspiring morning bringing together leaders across social, creator marketing and media to explore a fundamental shift in how brands create demand and what that means for marketing effectiveness going forward.<\/p>\n\n\n\n<p>We opened with an introduction from <strong>Caroline Reynolds, Chief Performance Officer at Publicis UK<\/strong>, who highlighted a clear message: turning influence into outcomes does not happen by accident. It takes more than strong creators, smart measurement and effective media &#8211; it requires all these elements to work together.<\/p>\n\n\n\n<p>Consumers still make decisions based on trust and influence, but the way those signals are created, shared and validated has changed dramatically. For brands, this creates both a challenge and an opportunity: understanding where influence is being created, how it shapes decision-making, and how it can be connected more directly to commercial outcomes.<\/p>\n\n\n\n<p><strong>Tom Sweeney, Publicis\u2019 UK Influencer Lead,<\/strong> then explored why the traditional funnel is no longer an accurate reflection of how people discover, evaluate and buy. Today\u2019s consumer journey is not linear; it is an interconnected engine where social exposure feeds search, search is shaped by AI retrieval, influencer content reinforces trust, paid media scales distribution, and native purchase options help close the loop. Each part fuels the next; and if these steps are managed in isolation, the loop breaks.<\/p>\n\n\n\n<p>To win in the future, brands need to connect every part of their marketing strategy back to influence. To win today, they need to start with Connected Social.<\/p>\n\n\n\n<p>Tom also introduced Influential, Publicis\u2019 capability that connects creator marketing with media to deliver measurable impact across the funnel. Influential provides real time, full funnel visibility, giving brands a more comprehensive view of performance and the role creator activity plays in driving outcomes.<\/p>\n\n\n\n<p><strong>Rhys Westwell, Performics UK Managing Partner, and Jasdeep Mondae, Performics UK Head of Digital Activation<\/strong>, then introduced Connected Social: Publicis\u2019 end to end capability that brings paid social and influencer activity together into one connected approach, designed to deliver stronger synergy, better performance and improved business outcomes for clients.<\/p>\n\n\n\n<p>The social landscape has evolved faster than many operating models and strategic approaches, leaving lots of brands with disconnected social systems. Publicis\u2019 Connected Social approach brings paid social and influencer activity together through joined-up planning, insights and activation, creating a more cohesive social strategy from end to end.<\/p>\n\n\n\n<p>Finally, <strong>Alice Gray, Meta Client Partner,<\/strong> took us through the power of partnership ads. The way brands connect with consumers has fundamentally changed, with creator communities increasingly helping to build brands from the ground up. Creators now represent one of the biggest shifts in digital marketing: they are shaping marketing strategies, building authentic consumer connections and influencing purchase behaviour. They are no longer simply marketing assets, they are strategic partners.<\/p>\n\n\n\n<p>Alice explained how Meta\u2019s ad auction determines the best ad to show to each person at a given moment. By adding partnership ads alongside regular brand ads, brands give the system more creative signals to work with. The auction can then choose from creator content and brand assets to identify the most relevant ad for each impression. For brands investing in creator marketing, partnership ads should be a core part of the paid social strategy.<\/p>\n\n\n\n<p><strong>It was a brilliant session, with several clear takeaways.<\/strong><\/p>\n\n\n\n<p><strong>In summary:<\/strong><\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>The traditional marketing funnel no longer reflects consumer behaviour. <strong>Discovery has fundamentally changed<\/strong>, and brands that optimise only for intent risk arriving too late.<\/li>\n\n\n\n<li>Publicis\u2019 influencer capability, <strong>Influential<\/strong>, provides global solutions and tools that bring relevance, insight and performance to creator marketing.<\/li>\n\n\n\n<li>Creator marketing alone is not enough. Creators can be highly effective, but their impact needs to be scaled, connected and made relevant through the wider media ecosystem.<\/li>\n\n\n\n<li>The future is Connected Social: <strong>bringing creator influence and paid social together<\/strong> through <strong>one team, one plan and one measurement approach<\/strong> to drive incremental business outcomes.<\/li>\n\n\n\n<li><strong>Meta Partnership Ads<\/strong> are a powerful way to deliver creator marketing within paid social campaigns. Securing paid media rights upfront is crucial, so creator marketing should be considered as early as possible in the briefing process.<\/li>\n<\/ol>\n\n\n\n<p>Ultimately, a connected creator and paid social approach is the way forward. If you would like to learn more, please message us on LinkedIn and we\u2019ll be happy to follow up.<\/p>\n\n\n\n<p><\/p>\n","protected":false},"excerpt":{"rendered":"<p>On 10 June 2026, Publicis and Meta hosted an inspiring morning bringing together leaders across social, creator marketing and media to explore a fundamental shift in how brands create demand and what that means for marketing effectiveness going forward. We opened with an introduction from Caroline Reynolds, Chief Performance Officer at Publicis UK, who highlighted [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":1057,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"postBodyMargin":[],"postBodyPadding":[],"postBodyBackground":{"backgroundType":"classic","gradient":""},"footnotes":""},"categories":[4],"tags":[15],"class_list":["post-1049","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-events","tag-uk"],"_links":{"self":[{"href":"https:\/\/www.performics.com\/uk\/wp-json\/wp\/v2\/posts\/1049","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.performics.com\/uk\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.performics.com\/uk\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.performics.com\/uk\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.performics.com\/uk\/wp-json\/wp\/v2\/comments?post=1049"}],"version-history":[{"count":4,"href":"https:\/\/www.performics.com\/uk\/wp-json\/wp\/v2\/posts\/1049\/revisions"}],"predecessor-version":[{"id":1060,"href":"https:\/\/www.performics.com\/uk\/wp-json\/wp\/v2\/posts\/1049\/revisions\/1060"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.performics.com\/uk\/wp-json\/wp\/v2\/media\/1057"}],"wp:attachment":[{"href":"https:\/\/www.performics.com\/uk\/wp-json\/wp\/v2\/media?parent=1049"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.performics.com\/uk\/wp-json\/wp\/v2\/categories?post=1049"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.performics.com\/uk\/wp-json\/wp\/v2\/tags?post=1049"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}