The default approach for brands working with creators is broken. Too many marketers approach creators with a transactional mindset, where the process (and the outcome) is akin to purchasing media. It’s ad-buying via creators.
This type of creator marketing almost always emanates from a brand’s media budget—not creative, culture or brand—and filters through the brand’s media agency.
Typically, marketers instruct media agencies to work with influencers as part of their overall media plan. Media agencies ship RFPs to a set of influencer marketing agencies.
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