CGC launches performance division spanning influencer, AI search and affiliate marketing
Global communications agency CGC has launched CGC Performance, bringing influencer partnerships, paid amplification, user-generated content, AI search and affiliate marketing into one digital-first division.
The new operation will combine CGC’s communications and storytelling expertise with data-led campaign delivery, serving existing clients and new business across its London and New York offices.
Its offer covers influencer partnerships, performance marketing, UGC campaigns, generative engine optimisation and answer engine optimisation, known as GEO and AEO, and affiliate partnerships. Campaigns will be designed around measurable outcomes spanning visibility, conversion and commercial return.
CGC Performance will be led by Lauren Coles, CGC’s Global Director of Influencer & Partnerships, and Veronika Ullmer, President of CGC NYC and Global Chief Communications Officer. The team will work with AI agency ROIROI and affiliate marketing specialist Cirincione Consulting.
“In today’s fluid landscape, the best marketers understand that creativity creates attention, but investment enables scale,” said CGC founder Clare Goodwin.
“CGC Performance brings together our unparalleled storytelling with data and technology expertise to turn cultural relevance into measurable business impact, helping brands capture attention and convert it into growth.”
The division responds to changes in product discovery as consumers use AI-driven answer tools alongside traditional search engines. Earned media, affiliate coverage and creator content can influence how brands appear within these results, making online references an important part of visibility strategy.
“Influencer marketing continues to mature. Awareness builds the foundation, and a performance-driven strategy is increasingly important,” said Coles.
It follows CGC’s earlier leadership expansion, which brought Ullmer into the business alongside Chief Global Brand & Creative Officer Jessica Diner.
