Influential Australia Appoints New Group Directors

Publicis Groupe’s influencer and social agency, Influential Australia, has appointed Kelson Ong and Erin Hunter as group directors for Melbourne and Sydney, respectively.

Leadership Expansion at Influential Australia

The appointment of Kelson Ong and Erin Hunter marks a significant move by Influential Australia to bolster its leadership capacity.

The move comes less than a year after the agency’s launch in September 2025. General manager Catherine Wilkinson stated that the agency is assembling a team that’s redefining what a modern influencer and social agency looks like as brands increasingly prioritize social media at the center of their marketing efforts.

Backgrounds of the New Group Directors

Both appointees bring extensive industry experience to their new roles. Kelson Ong returns to Publicis Groupe after a near-decade absence. His most recent role was at We Are Social Singapore, where he served for over four years as general manager and head of business development, marketing, and PR.

Erin Hunter joins the team with 17 years of industry experience. Prior to this appointment, she served as head of commerce and LIVE AUNZ at VML.

Strategic Vision for Social-First Marketing

The leadership team has emphasized a culture-first approach to their work. Wilkinson noted that the agency aims to create work that shapes culture instead of chasing it, while maintaining a workplace environment that encourages high-level performance without being overly formal.

“It’s an agency that treats social-first thinking and creativity as a strategic craft in its own right. I’m excited to help brands grow by putting that thinking into practice, connecting culture, creators, and commerce from the start.”

Kelson Ong, Group Director

Hunter echoed this sentiment, describing the current pace of the social media landscape as electric. She emphasized that the agency’s growth is driven not just by market momentum, but by a commitment to talent development.

“Influential is building something special, not just because of its momentum, but because it’s investing in people as much as the work. That’s exactly the kind of environment I want to help grow.”

Erin Hunter, Group Director