Unilever must learn you can’t outsource trust to influencers
Helen EdwardsThe FMCG giant’s influencer-led strategy risks depleting trust in its brands, under the wrongheaded assumption that brand communications are “suspicious”.
‘Brands are by default suspicious’: Unilever’s new CEO identifies influencer marketing as key pillar of strategy
Niamh CarrollConsumers are “much more discerning” about brands, claims Unilever’s new CEO, meaning the company is investing in communication “in which others speak about [its] brands”.
UK fashion label Adanola on its plans for US domination
Amrit VirdiAfter recruiting Kendall Jenner for its latest campaign, Adanola believes a mix of virality, social-first thinking and ditching discounts will help the brand scale.
‘Our secret weapon’: M&S on reaching a new generation by using its colleagues as influencers
Amrit VirdiBy utilising its store colleagues, Marks & Spencer is taking an innovative approach to social media to meet consumers where they are.
Teenage Cancer Trust on partnerships, influencers and ‘thinking differently’
Amrit VirdiThe Teenage Cancer Trust is using partnerships and influencer tie-ups to reach a broader audience, focusing its messaging around why it exists.
Mastering the creator brief: Why brands are giving influencers more ‘creative license’
Amrit VirdiMore than just sending a picture and caption to post, the professionalisation of influencer marketing means brands need to rethink the briefing process.
Marketers on why it’s ‘time for influencer measurement to grow up’
Amrit VirdiMeasuring influencer ROI may be new territory for many brands, but are they missing a trick by failing to see creators as a brand building channel?
Regulators on why ‘responsible influencer marketing’ is a revenue generator
Amrit VirdiJust because you own a phone doesn’t mean you know how to be a creator or how regulation works, say the ASA and the Influencer Marketing Trade Body.
The Year Ahead 2025: Brands get better at measuring the impact of influencer partnerships
Amrit VirdiWith brands predicted to have spent £870m on influencer tie-ups in 2024 alone, accurately measuring their impact will become even more important in 2025.
‘Educational, entertaining, emotional’: B2B marketers on the risks and rewards of exploring new channels
Hannah RashbassMedia fragmentation means new channels are popping up all the time. B2B marketers share the opportunities and challenges of testing these new spaces.
2024 year in review: It’s been a bad year for…
Marketing Week ReportersFrom Oasis’s ticket sales drawing attention to the dark side of dynamic pricing to online brand safety taking a hit and questionable recruitment practices, it’s not been a great year for all in the industry.
‘We have to be bold’: Lessons from beauty giant NYX’s social media resurgence
Amrit VirdiAdvocating the need to “fight for your project” when it comes to social, NYX’s comms director discusses the value of choosing influencers “wisely”.
Why ‘the creator effect’ is a new growth lever
Emma HarmanMarketers are capitalising on creators to give their brand a voice, personality and reach in their communities – meaning they blend into culture.
First Choice on borrowing fashion’s ‘shop the look’ model to engage Gen Z travellers
Hannah RashbassInspired by the fashion industry’s success with social shopping, First Choice launched an influencer marketing campaign to entice the next generation of holiday-goers.
‘The marketplace of the future’: Social shopping and the rise of ‘discovery commerce’
Amrit VirdiFrom collaborating with key opinion leaders in China to driving “incremental revenue” through live shopping, brands are using social commerce to reach new demographics.
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