Getting it Right with Influencer Marketing, the ASA, CMA, and CPRs

By Paul Herbert, Partner at Goodman Derrick LLP, Influencer marketing is an increasingly common component of brands’ marketing strategies. Its inherent effectiveness is that it is seen as a more natural form of marketing and can allow brands access to previously inaccessible audiences. However, those very qualities can also create problems, particularly around transparency. Brands need …

Influencer marketing: online conversations plummet 42%

Influencer marketing conversations drop but searches via Google continue to climb along with budgets. Online conversations around influencer marketing have dropped by 42% year on year according to a new report. Talkwalker, a media analysis firm and software company Hubspot have joined forces to publish: Social Media Trends for 2020. The eBook discusses trends for next …

Rebranding for ‘soft power’ – examples from the Gulf

Now is a good time to be in the branding business, at least here in the Gulf. A slew of governments and government-owned assets are launching brand campaigns. At the beginning of the month, the UAE government announced that it’d be launching a national competition to create the first brand entity for the UAE – …

Going Dutch: Living the integrated dream in Amsterdam

Every agency website shouts about being integrated, but in reality, bolting on talent from the ‘Mad Men’ legacy advertising world to an existing PR agency creates nothing more than additional services you can sell to clients. By Steve Heywood, GM, Edelman Amsterdam,  We all know that the world of comms is changing and in five years …

Advertising in 2019 – beautifully bold or sweetly simple?

By Ollie Tunmore, With a recent report finding that the average person spends two hours and 23 minutes on social media every single day, it is no surprise that advertising brands are trialling new methods of portraying their messaging to audiences. In one respect, agencies are taking it to the next extreme; for example, Frank …

Unconscious bias in influencer marketing

Why accepting unconscious bias in influencer marketing is not just ethically wrong but is a lost opportunity for brands to engage with wider groups. We’re all the product of what we’ve seen, what we’ve read, where we’ve visited, what we’ve listened to, where we grew up, who we hang around with, the manager who mentored …

The integration imperative

By Claire Lamb, director at Skout PR, Over the past 25 years the marketing industry and the tools it employs has profoundly changed. Marketing teams were previously tasked with deploying a few standalone activities – whether they were above or below the line – and most occurred in relative isolation, as marketers worked hard to …

Behind the scenes of #ad: the trust gap between influencers and brands

By Adam Williams, CEO of Takumi, The influencer marketing industry is under greater scrutiny than ever before. Question marks remain over authenticity, resulting in mounting criticism from consumers. Just a few months ago, fashion influencer Marissa Casey Fuchs ‘surprise’ marriage proposal was revealed to be a pre-planned series of brand partnerships. Yet a lack of trust between …