Publicis Groupe Africa has appointed Jarred Trembath as Head of Influential, Sub-Saharan Africa, tasking him with leading the growth of the group’s integrated creator marketing capability across the region, as reported by Bizcommunity. Trembath brings 15 years of EMEA experience in paid media, performance marketing and creator marketing, and will continue to lead the group’s performance B2B and affiliate marketing capabilities alongside the new role.

Influential operates within Publicis Groupe Africa’s broader connected media proposition, which combines AI-powered audience intelligence, its connectedID deterministic identity system, first-party data and cross-channel measurement. The group has positioned the capability around identifying the communities that shape consumer behavior first, then the creators who influence them, rather than building campaigns around creators alone.

“The Creator Economy has matured beyond a content-led discipline. We’re entering an era where influencer marketing is becoming one of the most accountable and intelligent media channels in the marketing mix,” Trembath said.

Ashish Williams, SVP, Media at Publicis Groupe Africa, framed the hire as part of a broader integration push. “Creator marketing is evolving from a standalone communications channel into a measurable growth driver powered by data, technology and intelligence,” he said. “Jarred’s appointment reflects our commitment to building future-fit capabilities that help our clients navigate this evolving landscape with greater precision and impact.”

The appointment lands as Africa’s Creator Economy shows a widening gap between audience reach and financial infrastructure. Research published by Communiqué and TM Global in February found the region’s Creator Economy could surpass $17 billion by 2030, even as only 4.2% of creators surveyed had received institutional investment and six in ten earned less than $100 a month from their work. That report also found African creators typically earn under $1 per 1,000 YouTube views, against $3 to $10 in the U.S. and Europe, pushing many to build audiences abroad while monetization tools at home remain uneven.

Trembath said the group’s goal is to connect creator relationships to broader measurement infrastructure. “This enables us to identify the creators who genuinely influence culture and connect those relationships to measurable business outcomes. The future of Influencer Marketing will be defined by who can connect intelligence, media and creativity to drive real business growth.”

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