Gravitas Influencers: Shifting Influencer Marketing from Short-Term Tactics to Long-Term Relationships

Former Revlon marketer Tessa Cavalot and Bauer Media Natasha Cormier have teamed up to launch their own agency, Gravitas Influencers, with a focus on shifting influencer marketing from short-term tactics to long-term relationships.

Cavalot, who has held various marketing roles including at Coty and Revlon, believes that as influencer marketing evolves, there will be a greater demand for deeper understanding of a brand’s insights, strategy, and objectives. She sees influencer marketing as a key platform within the marketing mix and expects more marketers to engage influencers as a long-term strategy.

Gravitas Influencers is the latest addition to the influencer marketing landscape in Sydney, joining a competitive field as the sector grows in popularity with brands. The agency is already working with notable brands such as Groupon, Wotif, Bupa, Schwarzkopf, Olympus, and more.

With the industry facing criticism over lack of hard metrics and disclosure issues, Cavalot and Cormier are focused on building long-term relationships with trusted voices to open the path to purchase. They believe that relationship marketing will be the next wave of influencer marketing, emphasizing integrity and clear disclosure in their approach.

As the influencer marketing industry continues to advance, Gravitas Influencers aims to differentiate itself by focusing on long-term partnerships and providing value to brands through meaningful relationships with influencers. With more guidance from industry bodies like the Australian Association of National Advertisers (AANA), the agency is optimistic about the future of influencer marketing and the shift towards more sustainable, long-term strategies.