A response to the now-infamous Gawker take-down of "influencer marketing," which accurately uncovered the lack of ROI in paying people that might seem like a brand's best consumer to act like a brand's best consumer. This model and mistaken definition of "influencer" is filled with flaws, and we want to ensure the word doesn't go the way of "innovation" and "insight" becoming overused, misconstrued and devalued.
Here's the link, please take a spin: https://www.linkedin.com/pulse/problem-isnt-influencer-andy-woolard
Our takeaway: Marketers have been lazy, turning what should be brand beacons into brand sub-contractors.