Freedom through syndication

We know the value of syndicated thinking and working between agencies, between influencer marketing, creative agencies, PR firms and paid media. But there is another aspect to syndication that is especially relevant to influencer marketing:
The syndication between influencer marketing agency, the brand and the influencer.

At R-Squared, we put this collaboration to the front of everything we do. It is what guides our strategic thinking, and it is what sets us apart – because it all comes from a belief in freedom.

There are many agencies who keep a ‘book’ of influencers, people they work with on a regular basis, people they know they can call and direct to add their campaign to the influencer’s feed.

Our thinking is a far more innovative and, together with other true influencer marketing experts, is fast becoming the way forward for this industry: find the influencer that fits the brand and message, not fit the brand to the influencer.

We do not keep a ‘book’ of influencers. Our clients have faith in us and give us the freedom to search out the influencer that will best suit the campaign. Which means we can find that person or persons who actually have an interest in our campaign, who have knowledge of our subject and who believe in what they are telling their audience. It tends to lead to a far more honest and resonant campaign.

Because added to finding the perfect fit is the giving of freedom. Our influencers have the freedom to be themselves, to speak as themselves. By finding the influencers in their own environments, in their own countries, we engage with the audience in their own language, their own style and their own culture. Influence is all about resonance, about believability and authenticity which you only achieve if your influencer is being open and honest – and having the freedom to add your message to their existing voice.

Giving someone a script makes them an actor. Giving someone the freedom to be themselves makes them an influencer.

This is not to say we let them loose like a kid in a candy store. Our expertise comes in the careful management of the campaign. We create a framework that combines the brief, the strategy and the influencer. They know the goals. They know the product. They know the audience. And they know the environment, including all local and international regulations and nuances. Everything is set up with an almost scientific attention to detail.

And then we give them their freedom.

This approach is only possible through syndication, through collaboration and trust between every person involved from the influencer to the agencies to the brand. By having the freedom to work with the best of the best we are able to offer you, the brand, the best. The best influencer, backed by the best influencer marketers, supporting the best creative, social media, PR and paid media agencies.

To bring you the best, most resonant marketing campaigns for local and global audiences.


We call it authenticity. And it will make a huge difference to your campaign.


Stephane is a 41-year-old Belgian citizen. He grew up in Brussels, lived in Switzerland, before moving to South Africa. Authentic conversations with real people inspire Stephane, an entrepreneur with more than 15 years’ leadership experience, utilising strategic foresight, analytical abilities, and trend spotting in diverse areas. He founded R-Squared Digital, a leading Influencer Marketing Agency that partners with some of the largest brands, media, and advertising agencies in South Africa and internationally.