Consumer and B2B PR and digital communications agency, Clarion Communications, has announced the launch of GiftWorks, a dedicated influencer gifting division.

GiftWorks will leverage the agency’s proven track record of gifting success, which currently boasts an 85% gift-to-content conversion rate amongst micro and macro influencers, demonstrating that brands don't always need to pay influencer fees for impact.

GiftWorks will encompass a dedicated team of five led by Gabrielle Hurn, who has been promoted to Head of Digital. The division's approach to influencer gifting focuses on three key pillars:

• Connections: Understanding the influencer's audience, values, and style to ensure authentic brand alignment.
• Experience: Crafting gifting moments that are genuine, personal, and shareable.
• Amplification: Maximising influencer content through paid ads and earned media coverage generation.