Ex-Spotify UK managing director Adam Williams has joined up with London-based influencer marketing platform Takumi.

As reported by Campaign, Williams has taken up the position of chief revenue officer at the firm and will report directly to Takumi CEO Mats Stigzelius

"Out of nowhere"

Takumi’s services focus on photo-sharing platform Instagram, where the company’s platform has help with over 1,750 campaigns and worked with more than 600 brands.

"When I joined Spotify it had started to shake up the music industry with the shift to streaming,” said Williams.

“In many ways, influencer marketing has had that same effect among marketers. It has come out of nowhere and is now considered by most as an established and effective tactic, especially for brands trying to target millennials.

“What’s more, we expect to see a lot more growth over the next few years as the millennial market matures."