Hunter Spins Out Bobbie, an Influencer Agency Under Stagwell
Stagwell-owned marketing and communications agency Hunter is launching Bobbie—a standalone agency focused on influencer-first work, it shared exclusively with ADWEEK.
Bobbie will operate independently from Hunter, with offices in New York, Los Angeles, Toronto, Montreal, and London. The agency launches with Donetta Allen as president and Monica Caponigro as managing director, both bringing over a decade of influencer marketing experience across the agency and brand sides.
Allen was previously Hunter’s first chief influencer and social media officer, a role she assumed in July 2021 after founding the agency’s social, digital, and influencer media practice in 2010. Caponigro previously led Hunter’s influencer marketing team before transitioning to Nordstrom, where she oversaw affiliate and influencer marketing.
The formation of Bobbie responds to a major industry shift: According to the 2025 Influencer Marketing Benchmark Report from Influencer Marketing Hub, 75% of marketers now allocate dedicated budgets to influencer marketing, up from just 37% in 2017.
While Hunter will continue to offer influencer marketing services, Allen and Caponigro said the decision to launch Bobbie as its own entity was a direct response to client demand for influencer-led strategy, execution, and reporting.
“Clients with dedicated influencer teams want to work with dedicated influencer agencies,” Caponigro told ADWEEK. “We’re seeing more of that shift every year, and Bobbie is designed to meet that need.”
Bobbie will offer full-service influencer marketing support, including creator sourcing, content production, paid amplification, affiliate marketing, experiential activations, and measurement. The agency launches with 12 full-time staffers across its offices.
While Bobbie will lean on Stagwell technology and AI tools to streamline campaign operations and match influencers to brands, its founders emphasized that relationships will remain central to the model.
“Influencers are people, reaching people,” Allen said. “The trust and authenticity that drives results can’t be automated.”
Stagwell’s recent acquisition of influencer tech platform Leaders signals broader investment in the creator economy. With Bobbie, Stagwell adds a dedicated agency to its growing influencer roster.
Bobbie declined to disclose its client roster, though the agency is pursuing influencer agency-of-record opportunities across a wide range of verticals, including beauty, lifestyle, and retail.
“Our goal is to grow and become the go-to influencer partner for brands that want both scale and a personal touch,” Caponigro said.