Tina Provis steps into lead influencer role as Havas Red doubles down on creator credibility

Havas Red has promoted longtime staffer and TV personality Tina Provis to the role of senior influencer specialist, expanding the agency’s capabilities as demand for credible, creator-led marketing intensifies.

The move underscores Havas Red’s focus on building transparent and impactful brand-creator partnerships, with influencer marketing now a key pillar of its integrated earned-first approach across PR, social, content and experiential work.

Provis, who joined Havas Red in 2019, brings a unique dual perspective as both a seasoned communications strategist and active content creator. Known for her appearances on Love Island and I’m A Celebrity, Get Me Out of Here, she offers clients insight from both sides of the influencer equation - understanding the pressures creators face while also delivering results for brands.

In her new role, Provis will help guide strategy for campaigns where authenticity, relevance and resonance are increasingly valued over mass reach. With influencer marketing evolving into a core brand storytelling lever, her appointment is designed to bridge creative insight with platform expertise.

Stuart Hood, executive director of social and content at Havas Red, said the agency is strengthening its ability to deliver campaigns that unite PR, social, and influencer marketing under one roof. He added that while integration is frequently discussed across the industry, Provis’s role enables the agency to more effectively connect the dots across earned media, content, and talent partnerships.

Provis said today’s influencer space is about more than just reach.

“It’s about resonance, relevance and relationships,” she said. “Clients are looking for partners who can build credibility, not just visibility and creators want to work with brands that align with their values and audience.

“Having experienced both sides, I’m focused on helping brands cut through with strategies that are insight-led, authentic and built for long-term impact.”

She also highlighted the rise of niche communities as a defining shift. Where once scale was the primary goal, today it’s depth that matters. Online fandoms and micro-trends, like the global explosion of collectible brand Labubu, are reshaping the way brands think about community and engagement.

Another trend Provis sees gaining traction is the integration of creators across multiple channels - not just social, but TV, out-of-home and experiential activations - as marketers seek to build consistent and credible storytelling across every brand touchpoint.

Provis said her aim is to help brands cut through with strategies that are both authentic and insight-led, while supporting creators in building meaningful, long-term collaborations.