Global communications agency CGC has announced the launch of CGC Performance, a new division designed to close the gap between culture-led creativity and measurable commercial growth, in partnership with AI agency ROIROI and affiliate marketing agency Cirincione Consulting.

The new division extends that expertise into metrics, bringing influencer partnerships, performance marketing, UGC, GEO/AEO and affiliate marketing under a single roof. CGC Performance responds to a shift already underway in how audiences discover and choose brands, as search behaviour moves away from traditional engines to AI-driven answer tools driven by earned media, affiliate and creator content.

CGC Performance will be led by Lauren Coles, CGC’s Global Director of Influencer & Partnerships, and Veronika Ullmer, President of CGC NYC & Global CCO, operating across CGC’s London and New York offices.

Clare Goodwin, Founder of CGC, said: “In today’s fluid landscape, the best marketers understand that creativity creates attention, but investment enables scale. CGC Performance brings together our unparalleled storytelling with data and technology expertise to turn cultural relevance into measurable business impact, helping brands not only capture attention, but convert it into growth.”

Lauren Coles said: “Influencer marketing is constantly maturing. While awareness builds the foundation, a performance-driven strategy is now more important than ever. CGC Performance evolves influencer positioning, storytelling and visibility into measurable, high-conversion results and clear commercial ROI for clients.”

Veronika Ullmer, President of CGC NYC, said: “In the US, clients want speed and rigour alongside creativity. Earned media creates the signal, the story that lends a brand real cultural credibility, and performance amplifies it once that signal is proven. CGC Performance provides one unified team that can propel awareness-driving talent partnerships through to the affiliate and search mechanics that turn attention into revenue.”