DYNATA GLOBAL TRENDS

Axel Springer's Awin invests in influencer marketing platform Tailify

Tyrone Stewart

Awin TailifyAwin, the Axel Springer-owned affiliate marketing network formed by the merging of Zanox and Affiliate Window, has made a strategic investment in influencer marketing platform Tailify. The investment is aimed at expanding Awin’s influencer reach and fostering collaboration.

“Influencer and affiliate marketing share many characteristics so investing in Tailify was a natural step forward for both businesses,” said Adam Ross, COO of Awin. “The team at Tailify are ambitious, knowledgeable and driven so we are excited at the prospect of working closely with them to harness the power of influencers for all our clients.”

London-headquartered Tailify, founded in 2013, offers a fully automated self-service solution which enables brands to create campaigns, manage campaigns, reach out to influencers, and track results. The investment will enable Tailify to offer is platform to more than 6,000 advertisers around the world.

Brands currently using the platform to run influencer campaigns include Coca-Cola, Disney, Unilever, L’Oréal, and Universal Music Group. Earlier this year, Tailify became a global partner of L’Oréal as part of the cosmetic company’s accelerator programme.  

“Having Awin and L’Oréal by our side proves our ability to help the biggest and greatest advertisers in the world to harness the power of influencer marketing professionally and at scale,” said Fredrik Segerby, CEO of Tailify.

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