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Why Brands Need to Allow Influencers to be the Creative Director

Marketing

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If publishers are being briefed like creative agencies, why not act like one? In 2016, The New York Times acquired social influencer agency, HelloSociety, and an experiential design agency, Fake Love, with the vision of expanding its creative capabilities to do groundbreaking work on and off The New York Times properties.

Likes, followers, subscribers, cross-platform, and overall, an entirely different way for brands to get their messages and products into the hands and eyeballs of consumers. Influencer marketing is still relatively new, yet its impact can be incredible for organizations.

At #SMWNYC, Kyla Brennan (Founder of HelloSociety) discussed the future of influencer marketing and brands, how their work fits into the next era of advertising, and why brands need to allow influencers creative control when working on campaigns together.

Further analysis and commentary from this #SMWNYC talk

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