Actors union approves influencer agreement

The Screen Actors Guild-American Federation of Television and Radio Artists (SAG-AFTRA) has approved a new influencer agreement to cover influencer-generated branded content. The new SAG-AFTRA influencer agreement extends coverage beyond YouTubers to include audio and video published to other platforms such as Facebook, Instagram, Twitch and TikTok. Under the scheme, union members will now be […]

How retailers adapted their marketing during the pandemic

By Mary Keane-Dawson, Group CEO of TAKUMI. The COVID-19 pandemic has upended the retail sector, forcing the closure of brick-and-mortar stores, and casting a shadow of doubt over the future of the in-store experience – with the collapse of Arcadia and Debenhams being cases in point. In the place of high street retailers, online giants such as ASOS […]

How to use influencer marketing to support your business’s purpose and values

By Gordon Glenister, influencer marketing strategist & the Influence podcast host.  Never has there been a better time to promote a brand purpose though KOLs (key opinion leaders) or influencers. Why? Because having brand advocates convey your message in an authentic manner often resonates better with your target audience than the brand itself. Only a […]

Sales-driven influencer marketing campaigns are going to be 2021’s ‘must have’

By Alec Harden-Henry, Commercial Director, Influence Network. If you sit down and analyse the differences between traditional marketing and influencer marketing you will quickly find a large gap. Sales-driven campaigns – campaigns that aim to sell a specific product or service over their lifespan, generating defined ROI – are almost entirely absent currently in the influencer […]

Love Island, test & trace and that £63,000

We now know the UK government spent £63,000 paying Love Island stars for their part in promoting the Test and Trace app. Was it money well spent? The Mirror newspaper was the first to report back in August that Love Island stars Shaughna Phillips, Chris Hughes and Josh Denzel were among those paid by the UK government […]

Measuring influencer marketing ROI in 2021

By Mary Keane-Dawson, Group CEO of TAKUMI. The meaning of ROI can vary depending on a brand’s campaign objectives, whether it’s driving brand awareness or generating sales and everything in between. But regardless of a brand’s ultimate goal, ensuring that the campaign provides good value for money is always crucial no matter what the activation is. […]

How this year’s Christmas campaigns have been different

By Mary Keane-Dawson, Group CEO of TAKUMI. Who could have imagined that when the World Health Organisation declared COVID-19 a public health emergency of international concern on January 30th, we’d still be dealing with the pandemic eleven months on? Certainly not the Prime Minister, who, in July, memorably told the public to expect a ‘significant […]

85% of FMCG firms report a negative influencer experience, so what’s going wrong?

By Alec Harden-Henry, Commercial Director, Influence Network. In the world of Fast Moving Consumer Goods (FMCG), influencers are big news. A recent report highlighted that almost half of FMCG companies will allocate 50% of their marketing budget to influencers. That statistic is a) astounding and b) would be largely unthinkable just a few years ago. 19% […]