Agencies are not losing out to Influencers – Femi Adelusi
By Elizabeth Olagunju
Femi Adelusi, founder/Group CEO, BrandEye/Mediaplus and President, Media Independent Practitioners Association of Nigeria (MIPAN), has debunked the belief in some quarters that influencers are taking business from agencies. He explained that agencies are not losing out to Influencers rather agencies are the ones that help clients determine, engage and negotiate with influencers.
The MIPAN President said this during an exclusive interview at the recently held maiden edition of the MARKETING EDGE Hall of Fam. He stated that clients have a relationship with agencies, and they trust that agencies will help in engaging, recommending, negotiating, and working with influencers in developing the right content and measuring results.
According to the media expert, agencies should have an edge that will help in their decision-making process, “agencies need to show value beyond just the engagements so that clients begin to see us as the go-to and contact and trust our judgments, recommendations in terms of who and who to work with in order to get long term value rather than short term values”
He said further: “Most of the agencies under MIPAN for example, now have very functional digital platforms where contents are being created and developed. A lot of us run campaigns and do a lot of content development with influencers.
“But beyond that, we are also working on how to have a scientific platform or two that allows us to make the right decisions on choices of influencers because sometimes it is not so much about the numbers or followers, it is also about the brand fit, the personality and other factors that are important in the industry, so we are looking at scientific ways that are going to be a function of the art and the science of making that decision on influencer marketing.”
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