The 2018 Cannes Lions International Festival of Creativity came and went, celebrating the hottest creative brands, tech advancements, and innovative strategies reshaping the media world. This year, Cannes Lions announced it was adding a new Social Influencer Category to its awards repertoire, a move heralded as the festival’s recognition of the importance of influencer marketing.
Serendipitously, one of the most talked-about topics from the past few weeks has been the focus on influencer marketing, but instead of the narrative of creativity and authenticity, it was the need for technology and oversight. Brands and agencies stated that they need to make sure consumers are verifiably seeing and engaging with branded content. This was, in large part, sparked by the comments of Keith Weed, CMO of Unilever, during his Cannes panels, where he addressed the need for transparency.
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