GROUP RELEASES INDUSTRY'S FIRST GUIDELINES TO COMBAT INFLUENCER FRAUD

Top leaders from Clorox, Publicis Media, Initiative, Horizon Media, Saatchi & Saatchi Wellness, Haworth, Havas Media, Lippe Taylor, StubHub, Abrams Artists Agency and Captiv8, come together to drive standardization, proper reporting and measurement for the Influencer Marketing industry.

SAN FRANCISCO, May 29, 2019 -- Today leaders from Clorox, Publicis Media, Initiative, Horizon Media, Saatchi & Saatchi Wellness, Haworth, Havas Media, Lippe Taylor, StubHub, Abrams Artists Agency and Captiv8 released the first major initiative from the Influencer Marketing Council (IMC), Fraud Best Practices & Guidelines.

The council was formed in 2017 to bring the industry together to provide clarity on the type of disclosure that works best for consumers, as individual companies and creators have struggled to define these guidelines, as well as provide best practices on a platform by platform basis for the industry.

One of the group's top priorities this year has been to tackle one of the largest problems facing the industry, fraud/bot activity; on average, more than 11% of the engagement for influencer-sponsored posts on Instagram are generated by fraudulent accounts. The group's goal is to promote standardization and efficiency to help brands increase trust, provide greater transparency, and increase positive business outcomes from Influencer Marketing. To help guide brands, agencies and creators, the group has put together the industry's first guidelines and best practices to educate leaders in the space on the warning signs and how to combat fraudulent activity. This includes metrics such as follower patterns, engagement spikes and variations in audience location.

  • Influencer marketing presents many rich opportunities for brands, but fraudulent activity – particularly around acquiring followers and driving engagement - in the space remains one of the key barriers to achieving true engagement and trusted measurement"

    Jeremy Cohen

    VP, Head of Global Content Partnerships at Publicis Media.

    "We are thrilled to partner with the IMC on the development of these guidelines as they will help our industry collectively combat fraud."

  • As consumer behaviors change, we strive to identify and implement new and innovative solutions for brands to reach and engage with their audiences. Influencer marketing has been a key area of growth and a solution we are really excited about."

    Hallie Johnston

    Chief Client Officer, Initiative.

    "But with growth, comes the responsibility to implement the right standards. We fully support initiatives, like the IMC, to improve the ecosystem and move our industry forward."

  • Fraudulent activity is a major pain point for the industry and we don't see this slowing down until we, as a whole, step up. The IMC is focused on 'action oriented' initiatives, we believe by putting out tactical solutions for brand marketers, we will make a difference."

    Krishna Subramanian

    Co-Founder of Captiv8.

To download the guidelines or to get involved in future initiatives go to www.theimc.co.

Group Launches to Establish Guidelines for Exploding Influencer Marketing Industry

Top leaders from Dr Pepper Snapple Group, OMD, UEG, Initiative, Possible, Society and Captiv8, come together to improve an exploding industry for brands, agencies and creators.

SAN FRANCISCO, June 22, 2017 -- Today leaders from Dr Pepper Snapple Group, OMD, United Entertainment Group (UEG), Initiative, Possible, Society and Captiv8 announced the formation of the Influencer Marketing Council (IMC).

“The group was formed to address a major pain point within this exploding industry. There’s so much ambiguity in how to implement influencer marketing from a creator and brand standpoint that is in the best interest of consumers.” said Krishna Subramanian, acting chair of the IMC and co-founder of Captiv8. “The IMC will go the next step by creating guidelines and best practices, with specific examples of consumer disclosure, for the entire influencer marketing community to put to use.”

The IMC is a first of its kind initiative, jointly developed by a balanced group of top influencer marketing leaders. The group’s initial objectives are:

  • To bring together a representative, unbiased and balanced group of key leaders across the influencer marketing ecosystem
  • To develop guidelines and best practices for influencer marketing that are in the best interests of consumers
  • To educate the marketing, advertising and influencer marketing ecosystem
  • To develop influencer marketing measurement best practices

With over 200,000 sponsored posts published every month since January 2016, just on Instagram alone, it’s clear the market isn’t slowing down. According to eMarketer, nearly half of marketers in the U.S. plan to ramp up budget for influencer-focused campaigns this year. As more and more brand marketers shift dollars from traditional and digital budgets, the need for disclosure best practices for consumer impact and engagement, as well as standardized metrics, becomes even more vital.

“Influencer marketing continues to grow in importance for our brands as we look for ways in which we can make digital advertising more effective. We recognize that establishing guidelines and best practices are in the best interest of the consumer and all parties involved. I am thrilled to be a part of a group that is driving towards a much-needed solution”, said Blaise D’Sylva, VP Media, Dr Pepper Snapple Group

The founding team includes:

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Laurent Burman
Chief Client Officer, Possible
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Blaise D'Sylva
VP Media, Dr Pepper Snapple Group
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Erin Rech
Head of Digital Comms Design, Initiative
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Kerry Perse
US Director OMD Social, OMD
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Joselle GALIS
SVP Digital Strategy, Society
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Josh Kaplan
Senior Director, Ventures, United Entertainment Group
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Krishna Subramanian
Co-Founder, Captiv8
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Rich LeFurgy
Digital Advertising Start-Up Advisor

The group launches with two main working groups, each focused on a different priority that is critical to the success of the ecosystem.

  • Influencer Best Practices Committee
  • Metrics Committee

“As the influencer marketing community comes of age, it’s essential that brands, agencies, influencers and influencer marketing platforms establish and promote the best practices that will help consumers navigate what they see in social media, importantly providing clarity through examples in the type of disclosure that is necessary for consumers”, said Rich LeFurgy, digital advertising start-up advisor, co-founder of SFBIG and the founding chairman of the IAB, who is helping advise the group.