The CCC’s PRESCOM committee to discuss influencer marketing at NZME on Wed, June 28

Influencer marketing has attracted some scrutiny recently with issues around transparency, fake accounts, effectiveness and measurement at the forefront. Best-practice guidelines have been introduced in Australia, but what’s the state of play in New Zealand?

The Commercial Communications Council’s PRESCOM Committee is hosting a Speaker Series at NZME, next Wednesday, 28 June 2017 examining the rise of influencer marketing, potential pitfalls and discussion on what best-practice looks like.

A diverse range of panellists will share their experiences and perspectives on influencer marketing. Damien Venuto, editor at StopPress and NZ Marketing Magazine, will facilitate an interactive panel discussion and question and answer session.

Panellists include:

– Tom Hutley, head of social, OMD Word at OMD Australia – will discuss the introduction and impact of the Australian Association of National Advertisers’ best-practice guidelines and his predictions for the future

– Makaia Carr, lifestyle blogger, entrepreneur, public speaker – will share examples of engagement, best-practice and her views on authenticity, creative control and measurement

– Simon Kenny, head of communications at McDonald’s Restaurants (NZ) Ltd – will provide a client-side perspective on the motivations, benefits and challenges of influencer marketing and how to achieve internal support

– Cat McNaughtan, strategy director at OMD New Zealand – will tackle the topics of transparency of data, data-driven insights and effective measurement

– Tina Moore, Head of Social Media at NZME. – will discuss transparency, how to spot fake influence and how much influence is worth.

​Says Adelle Keely, PRESCOM committee chair: “Influencer marketing is an opaque area and we are seeing differing approaches to it – that’s why we felt it was important to discuss topical issues such as authenticity, transparency, data-based strategy and measurement. We are fortunate to have such a line-up of credible speakers for what promises to be both a provocative and informing event.”

Says Paul Head, CEO, The Commercial Communications Council: “There is a big difference between engagement and real influence and to maintain the industry’s credibility in this area it’s vital for us to demonstrate leadership, best-practice and, importantly, the value of credible influencer marketing campaigns.”

Limited tickets are available.  Information and registration details can be found at the Commercial Communications Council’s website here.