CMO: Analysis: ​Is the proof of influencer marketing in the pudding?

Amid all the jokes of ‘Scotty from Marketing’ and the general cries of a lack of authentic leadership in the current bushfire crisis, one Australian has used the power of social marketing to raise over $51 million in support of the NSW Rural Fire Service. Kantar’s Executive Director of Media and Digital, Mark Henning weights in on the authenticity of influencers in this CMO article.

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