The new advertising dawnĪ significant proportion of brands’ large paid media budgets - encompassing TikTok and Facebook ads - has traditionally been allocated to media agencies. And with social platforms taking control of the hot spots - including Influencer’s takeover of villa content - it’s clear that creator-based marketing is doing its utmost to both stand tallest amongst competitors and cement itself as a key player alongside tech partners and agencies. WPP has taken note of this shift, purchasing two influencer agencies earlier this year.Ĭannes Lions is a celebration of creative excellence. The influencer marketing industry’s value is forecast to hit $69bn by 2029 - compared to just $7bn in 2021. And the fact we’re seeing influencer marketing agencies occupying prime beach club locations this year reflects the soaring prominence of how medialand is changing. The WPPs and GroupMs of the world have historically dominated Cannes’ most prestigious locations along the highly-coveted Boulevard de la Croisette. And for the 2023 edition, all eyes will be on influencer marketing. It captures the zeitgeist of the marketing landscape, providing insight into the latest trends. The Cannes Lions International Festival of Creativity - better known as Cannes Lions - has been a staple of the advertising calendar for 70 years.
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