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As creators increasingly share their political opinions online, the potential for backlash against brands partnering with them grows. Old posts and statements can resurface, leading to real-world consequences for brands.  A social-first and creator-led brand partnership model is crucial for brand success in this digital era, but in order for brands to successfully navigate this era, they need to take the right measures. Our CPO, Nicholas Spiro, spoke with Sapna Maheshwari of The New York Times about the importance of prioritizing brand safety in this evolving landscape and the steps brands can take to safeguard their reputation. Read the full article here:  https://lnkd.in/e6EnYvS7 #brandsafety #brandreputation #viralnation #viralnationsecure #influencermarketing 

This is backward thinking. Of course, brands and marketers should seek to avoid backlash, but not by incentivizing persons of influence to stay "apolitical." What kind of society are we advancing if political ideas cannot be shared on free and open platforms? I submit that our goal should not be to keep brands away from political discussion but to require that those discussions be civil and responsible if brands are to be present. This is measurable, enforceable, and healthy for democracy. Brands don't suffer backlash because of adjacency to topics or opinions. They suffer backlash when those opinions are delivered in hateful ways or by hateful people. Remove the personal attack and you'll remove the controversy. It's really that simple to address brand safety for brands around political content. Let's help brands reward and celebrate responsible creators who help audiences better understand the most important issues of our day.

In the heart of New York City, where talent and opportunity intersect, choosing the right talent agency becomes a crucial decision for aspiring and established artists alike. This expert guide offers an in-depth look at NYC's finest talent agencies, shedding light on the industry's nuances. It's a journey through the labyrinth of talent representation, where making the right choice can catapult careers to new heights. #advertisingagency #onlinemarketing #onlinestrategy #digitalsales

In this month's 'Obsessed’ column on Mediaweek Australia, Kate O’Loughlin, Rufus Australia Associate Strategy Director, dissects celebrity Jojo Siwa's new personal brand of "goth-girl-grunge-queer-pop-rock singer". "A brand that is looking to transition its image to an entirely new demographic needs to do so fully and wholeheartedly, without leaving a remnant of what once was. Pivoting the look, tone, feel and characteristics of an entirely new persona will help audiences make a quick transition into accepting the new brand image." Read the full article here: https://lnkd.in/g_mFzWdH IPG Mediabrands APAC

#GenZ #InfluencerMarketing Many younger cohorts are favoring genuine and relatable storytelling over celebrities in commercials, prioritizing authenticity over glamour. Read more at: https://lnkd.in/gPuNgCQn

Culture drives brand success, and it’s fascinating to see how the “extremely online” world influences brand engagements beyond social media. My colleague Elliott Bedinghaus was recently quoted in Digiday about how trends like “brat summer” that started on social are making their way into real-life moments for brands. What's really compelling about this is the challenge of staying authentic in these cultural moments. Particularly when it seems as if they come and go nearly every week. Our advice to our client partners is that brands must engage with these trends thoughtfully, ensuring they align with their core values and audience. There's not much to gain by getting involved just because something's popular. But the brands finding ways to make these moments their own are the ones that are winning. How are you navigating these cultural trends with your brand (or your clients') while maintaining authenticity? #Marketing #BrandCulture #Authenticity #CreativeIndustries https://lnkd.in/efHXjncM

'With Gen Z and even Alpha, dominating the conversation and gaining monetary and political influence, brands want to engage with them from the start of their consumer journeys. Trouble is, with so much content on social media, how can you stand out from the crowd?' Lotte Jones shares three examples of brands and individuals that are successfully challenging the expectation of what connecting with Gen Z should look like

In an industry saturated with content creators, who and what rises above the noise? Following Amplify's launch of Co.Labs, The Drum spoke to Amplify's Senior Talent Partnerships Manager, Lara MacAlpine, alongside other top marketing experts as they revealed the must-follow creators who will inspire us all in 2024. With over a decade of industry experience, Lara has a background in brokering talent, event programming, and amplifying PR campaigns for brand collaborations. Drawing on her knowledge of talented creators, Lara selected Ellie Delphin, sharing that, “Parisian Ellie Delphine is an influencer and stylist whose grid content focuses mostly on fashion and beauty. However, in her stories, she will often provide commentary on and have open discourse with her audience about recent fashion marketing campaigns, pop-culture conversations, and other cultural occurrences...” Read Lara’s full comment here: https://lnkd.in/eCNmyPYD with contributions from No Brainer - Search-driven Content Agency | B Corp’s Ella Howatson, DEPT®’s Claire Shalbrack, Don't be Shy’s Louise Buckley, Kairos Groups Mark Bellamy, Designwerk.’s Saha Saif, 2Heads’ Andrew (Bertie) Ager and THE FIFTH's Jessica Myers. Creators, influencers, talent and communities are an extension of a brand’s audience and have the power to influence everything from cultural relevance to buying decisions. That’s why we launched Co.Labs, an audience-first and culture-led approach to communities and partnerships, led by Lara Macalpine and Rachel M.. More here: https://lnkd.in/esx_t2Bd #BrandExperience | #ExperientialAgency | #TheDrum | #Creators | #InfluencerMarketing

Great article from The New York Times highlighting Captiv8's new brand safety suite, providing brands with an added layer of protection when partnering with creators! Key features include: ✔Content & Media Monitoring: Advanced AI-driven technology to screen nearly 300 million media, third-party publications, and social profiles for unsafe content and behaviors. ✔Real-Time Alerts: Notifications of any potential risks or issues related to creators' content, allowing for swift action. ✔Customizable Safety Settings: Tailored settings to meet specific brand guidelines and preferences. Check out the article to learn more about how Captiv8 is enhancing brand safety in creator partnerships. #BrandSafety #CreatorPartnerships #Captiv8 #NewYorkTimes https://lnkd.in/ecXa_7aV

Did you know that Gen Z has purchasing power of up to $143 billion USD? 💰 Don't miss out on tapping into their potential! However, the question remains: how to engage this target group of young people? We have prepared 10 tips 🔥 for you on how to captivate Generation Z, who crave authenticity, are engaged in social issues, and prioritize a digital-first approach 👇 Blog (EN) - https://lnkd.in/et7ttvxY Blog (SK) - https://lnkd.in/eKC3BDgJ #galton #galtonbrands #brandingagency #genZ #branding #brandstrategy #brandidentity #blog #inspiration #brandbuilding #branddevelopment #brandbuilders