4media group is excited to welcome back Joshua Hicks as its Senior Director of Influencer Marketing. Hicks, who previously contributed to the agency’s growth, brings fresh ideas and a wealth of experience to his new role leading Dynamik Influence.
“It’s great to be back for two reasons,” said Hicks. “Number one: I’m excited to be returning to such a good team and the family of 4media. Workwise: I love the opportunity to integrate everything we do and grow a full-service offering that’s unparalleled in the industry.”
As part of 4media group’s integrated agency model, Hicks’ return represents a renewed focus on blending influencer marketing with other strategic capabilities. Alex Hinojosa, EVP of Integrated Services at 4media group, emphasized the importance of this integration: “As a strategic integrated agency, it’s great to have someone like Josh in the mix. He brings diversified experience that he can apply to all the various applications of influencer marketing.”
Joshua Hicks
Senior Director of Influencer Marketing
For 4media group’s client base, Hicks’ plans look to home in on the agency’s unique structure as a key strength.
“4media group has a strong broadcast media relations background along with its own in-house market research agency, Atomik Research. Having access to so many components of a successful campaign all under one roof makes us an ideal partner for clients seeking to execute integrated campaigns, with the flexibility of developing and executing all components or as a fractional service for our agency clients,” explained Hicks.
Innovating Influencer Marketing
Hicks’ plans for his new role include leveraging Atomik Research to explore innovative approaches to influencer marketing. One concept is the creation of influencer research panels to study how influencers adapt to changes in content consumption. “Shorter video formats have taken over, led by platforms like Instagram and TikTok. For professionals with a journalistic background, how do they get long-form content seen? What’s the future in that and where is it going?” he posited.
These insights could be invaluable for brands and agencies alike, allowing them to craft content that resonates with specific audiences. Additionally, Hicks aims to use influencer impact measurement studies—such as brand lift studies—to determine how campaigns move the needle. “Aside from conversion data, we can use these studies to refine messaging and better understand what resonates. It’s about adding a deeper layer to engagement stats,” he noted.
Addressing Challenges in Influencer Marketing
Hicks’ approach also tackles some common hurdles in influencer marketing:
The Future of Influencer Marketing
Hicks sees influencer marketing as a bridge between storytelling and conversion-driven tactics. “Influencers can serve PR needs with compelling narratives and help marketing teams drive conversions. By focusing on full-funnel strategies, we’re creating campaigns that deliver value at every step and can prove positive ROI,” he said.
Efficiency is another focus for Hicks. His team plans to scale content production by repurposing assets into performance-driven units. “We can take content from influencer collaborations and use it in performance units, quote it in satellite media tours or repurpose it in other formats,” he suggested.
Finally, Hicks advocates for “design thinking” to keep campaigns fresh and innovative. By leveraging the creativity of subject matter experts and diverse perspectives, he believes 4media group can continue to push boundaries in influencer marketing.
Closing Thoughts
With Joshua Hicks’ return, 4media group is poised to redefine what’s possible in influencer marketing. Combining data-driven insights, creative storytelling, and a fully integrated approach, Hicks and the Dynamik Influence team are ready to help clients achieve their goals in an ever-evolving digital landscape.
