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:

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