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Inflecto Launches in New York with Intent to Disrupt “Murky” US Lead Gen Industry

Inflecto Launches in New York with Intent to Disrupt “Murky” US Lead Gen Industry


Inflecto, the performance marketing lead generation specialist, has launched in New York with bold aims to “clean up” what it calls a “murky” industry in the US.

Backed by digital entrepreneur Adam Ludwin and launched in 2013, the award-winning agency is one of the fastest-growing lead generation businesses in Europe, working with direct private marketplaces to drive large volumes of users via editorial, social media, email newsletters and banner advertising.

Some of the agency’s current clients include eBay, Bupa, Pampers, Visit Orlando, Marriott Hotels, Sony and food delivery service Deliveroo; work with the latter of which saw it win ‘Best Lead Generation Campaign’ and ‘Best Mobile Campaign’ at the Performance Marketing Awards this year.

'Flux in the market'

The group owes this impressive client roster to an ability to drive quality leads across multiple channels and “all creative creations”, but particularly prides itself on transparency, a key attribute it will be pushing in the US market, having “transformed the rather murky lead generation in UK and Europe,” according to managing director, Richard Harrison.

Speaking of the North American expansion, Harrison said the group “intends to do the same” in the US market.

“There's a lot of flux in the market space right now with advertisers lacking quality, consistency, and transparency. We offer a new level of transparency and scrutiny right down to the post-campaign analysis - something our clients aren’t able to get elsewhere and love us for,” he commented.

The company’s New York team will be led by Irfan Bhola, joining as VP of sales, having previously worked as director of performance ad sales for Opera. Bhola said he was “delighted” to be leading the launch in the US.

“From launching our US premium performance private marketplace for brands, through to bringing together the high performance of email with the rapid growth of programmatic, brands will be able to target highly relevant, engaged users, with tailored actionable creative,” he commented.

“I joined Inflecto because we are changing the definition of a ‘lead’ and we’re doing it in a way that is improving the industry.”

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Mark  Jones

Mark Jones

Mark manages all aspects of editorial on PerformanceIN as the company's Head of Content, including reporting on the fast-paced world of digital marketing and curating the site’s network of expert industry contributions.

Going by the ethos that there is no 'jack-of-all-trades' in performance marketing, only experts within their field, Mark’s day-to-day aim is to provide an engaging platform for members to learn and question one another, helping to push the industry forward as a result.

Originally from Plymouth, Mark studied in Reading and London, eventually earning his Master's in Digital Journalism- before making his return to the West Country to join the PI team in Bristol.

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