HUNTER Launches Bobbie to Expand Its Influencer Marketing Capabilities
HUNTER, a Stagwell agency recognized for its integrated consumer marketing campaigns, has launched a new standalone unit dedicated to influencer and creator marketing. The agency, called Bobbie, is intended to formalize and scale the influencer work HUNTER has been quietly developing over the past decade.
Bobbie enters a market that has rapidly professionalized, with influencer marketing shifting from a tactical add-on to a strategic investment. According to recent data cited by the agency, 75% of marketers plan to have dedicated influencer budgets in 2025—more than double the 2017 figure. Yet, only 24% of brands currently have dedicated teams managing these programs, pointing to a gap between intent and infrastructure.
“Bobbie was born from a simple but powerful insight: real connections between people drive the most meaningful brand experiences,” said Donetta Allen, HUNTER’s Chief Influencer Officer, who will lead Bobbie as President. “The creators people follow aren’t just content providers. They’re often seen as trusted friends. Our goal is to match brands with the voices that deliver authenticity and relevance.”
Allen is joined by Monica Caponigro, a former HUNTER SVP and Nordstrom’s most recent head of influencer marketing, who will serve as Managing Director. The agency will be staffed with dedicated influencer specialists in New York, Los Angeles, Chicago, Toronto, Montreal, and London.
Bobbie’s service offerings include full-funnel influencer campaigns, ambassador programs, content creation, and affiliate partnerships. It is also positioned as a hub within the broader Stagwell network for influencer-first assignments, allowing HUNTER to continue offering influencer support within its integrated PR and social media work, while referring larger or standalone programs to Bobbie.
CommPRO has previously documented HUNTER’s role as an early mover in integrating influencer work into consumer PR. Its campaigns for household-name clients often feature creator partnerships embedded into earned-first storytelling. The creation of Bobbie formalizes that evolution, offering clients a dedicated option while allowing HUNTER to deepen its integrated model elsewhere.
Gigi García Russo, Chief Transformation Officer at HUNTER, emphasized that Bobbie reflects a long-term shift in marketing priorities. “The creator economy has fundamentally changed how consumers discover brands,” she said. “Donetta and Monica have both helped shape how our agency approaches this space—and now Bobbie will allow us to meet demand with greater focus and scale.”
For HUNTER, Bobbie represents not just a new business unit, but a structural response to the influencer economy’s continued growth. The agency joins a growing number of firms developing separate offerings to meet the evolving needs of clients in a marketplace defined by community, trust, and digital influence.
