–Life as an Ad Agency Global Head of Influencer Marketing–
To some advertising has become somewhat convoluted in that it is becoming increasingly more challenging to not only distinguish it, but even understand it.
Setting aside that thought, advertising is also known to represent so much more. Think creativity, innovation, driver of growth and dare I say, it has become an integral piece of the engine which powers our way of life, living and culture.
Like most industries operating within the twenty-first century, advertising has also seemingly transformed itself. Traditional mediums, namely print, radio and TV are no longer a catch all solution capable of reaching all target markets.
Now, the channels are wide and diverse. Take Gen Z (those born between 1997 – 2012) or millennials (those born between 1981 – 1996), the thought of trying to reach them via a radio spot or a newspaper ad is pretty much laughable.
If you’re a brand targeting youth segments, you HAVE to leverage tech and enter into worlds where you may have never been. That is exactly what has been transpiring.
Enter the world of Social Media & Influencer Marketing. Today I have a guest who helps bring these seemingly divergent worlds of youth and brands together. He will take us in behind the curtain to get a better understanding of what it’s all about.
Introducing
Rish Gopal is the Global Head of Social Media & Influencer Marketing for the Publicis Groupe, one of the oldest and largest marketing and communications companies in the world.
To describe Rish, you’d have to include the following, passionate marketer, writer, entrepreneurial, and in his words a wannabe actor.
A creative by heart with a naturally curious mind inclined for strategy, Rish acquired data & analytics experience to possess the trifecta of skills every digital/social lead should have: Strategy, Creative, and Data Centric.
Background & Accomplishment
Rish brings with him 13+ years’ experience of creating and implementing digital first strategies for FMCG (fast moving consumer goods), Hospitality, Food & Beverage, Technology, Automotive, Beauty, and Tele-communication brands.
Rish currently leads Content and Social Media at Publicis Japan for Global and Local bands. Part of his duty is ensuring that the agencies’ strategy and approach in today’s platform driven world is tailored to direct business results, without sacrificing the customer experience or brand standards our clients strive for.
He joined Publicis from Singapore where he worked as a Global Strategic Social Lead for Socialbakers. His role required of him to be a tactician and strategic social thinker for brands like Lexus, Lenovo, Asus, Shangri-La, Oppo, Sony and more, especially when it came to providing them with technological solutions to solve some of their most challenging business problems.
Previous to Socialbakers, Rish worked as a Global Strategic Social partner for Ogilvy working & mentoring global, regional & local teams across APAC, EU/UK and Americas. Apart from Unilever, his portfolio of brands included BMW, IHG, Guinness, Huawei, Singtel, UN, Electrolux and others.
Award and Accomplishment
Rish has also had his skills and abilities utilized and translated into tangible results. He has been part of core teams that have captured prestigious advertising industry awards such as Cannes Lions, AME’s and Campaign Asia Awards.
Reasons to Listen
In this timely conversation which covers one of the most defining elements to life in the 21st century, Rish both entertainingly and expertly explains why social media is such a powerful tool and why brands have embraced it.
Listeners will also learn more about this convoluted and ever evolving definition of “influencer marketing” and what it truly means to someone who is immersed in that world.
As a sampler, you’ll hear why celebrity marketing is typically not the best method of influencer marketing. In contrast, you’ll learn about another type which is far more powerful from an ad agency and brand perspective.
Other topics covered include the data and evaluation side of influencer marketing, the kinds of relationships brands and agencies look to establish with influencers, the background checks done on individuals and much more.
Rish also so kindly flips the script and breaks down how influencers themselves, do in fact wield power in these brand agency relationships.
Further, he notes how important it is for someone with a strong social presence to be strategic in their choices of who they work with and how they do it.
All up, this engaging and informative talk offers up a wealth of practical insights and topics covered that will keep non ad industry listeners engaged.
However, the conversations delve deep enough into the weeds to surely satisfy anyone looking to enter the world of influencer marketing on either the management or actual talent side of things.
I encourage everyone to have a listen!
A Memorable Quote from the Episode:
“People don’t trust brands. People trust people.“
-Rish Gopal
Check out the Video Conversation:
For those who desire to view the full video conversation of this discussion on influencer marketing, you can do so via Youtube.
Words of Wisdom:
Hear from Rish as he shares advice to those looking to get into the world of social media influencer marketing.
Discover More
For those interested in learning more about Rish and his work, you can find out more about his company at Publicis Group. You can also follow him here:
Keep Listening!
I hope you enjoyed the episode. For more, check out additional episodes here!
