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Long before there was social advertising, there were archetypes. Not archetypes of brands, per se, but archetypes of the people we all admire and aspire to be. Those archetypes have shifted over time, from heroes of lore to sponsors of brands. But which heroes fight best for which brands is still an ever-evolving story even for the most socially savvy marketer.
Working with sister agency Edelman, United Entertainment Group—an entertainment, sports and lifestyle entertainment agency—will aim to sort this out with the launch today of its proprietary Functional Intelligence platform, f(IQ), which taps influencer databases, social listening tools and engagement rates to pair marketers and influencers across social channels.