While celebrity endorsements are always an option, many brands are realizing the evolution that's taken place regarding whom consumers trust when considering opinions on products and services. Celebrities may have the reach, but does that really have any scalable impact? While celeb endorsements may not be dead and buried, the engagement and sway of non-celebrity influencers is alive and well.
What is a social influencer? To a brand, a social influencer (typically a blogger) can create new audiences, build brand loyalty among their dedicated following and promote great content that gives context to a product. In addition to having a bigger following than a brand, influencers are also more trusted resources.
At the Cannes Lions Festival this year, I spent some time with Linda Yaccarino, Chairman, Advertising Sales and Client Partnerships at NBCUniversal. Linda oversees all advertising sales and market strategy for the company's entire TV portfolio including two broadcast, 17 cable and more than 50 digital properties.
In Cannes this past June, I spent some time on camera with my friend Bob Greenberg, Founder, Chairman, and CEO of R/GA, one of the most creative and innovative agencies on the planet. Watch as Bob and I discuss how R/GA reinvents their business model every nine years and how they are using technology to disrupt the way they think and create.