Dispelling myths around influencers

Brands can be deterred from using influencers for any number of reasons, but not all are necessarily valid.

Influencers can play a useful role in brand marketing, but marketers are often unclear as to how best to deploy them. And that uncertainty was probably not helped by the warning in June 2018 by a prominent CMO, Unilever’s Keith Weed, that the dangers of fraud perpetrated by influencers risked undermining trust in this channel.

At Tug Life (London, June 2018), a strand of London Tech Week, Ruxandra Gheordunescu, Head of Paid Media at Bookmark Content and Communications, set out to “debunk” some myths she feels are bandied around about influencer marketing and to provide some useful tips...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands