Megan Maguire, directora de Influencers de Leo Burnett Chicago
Director of Influencers at Leo Burnett Chicago, Megan Maguire, shared details regarding the inclusion of influencers in campaign strategies. She has more than seven years of experience in the influencer space and leads the influencer discipline within Leo Burnett’s social practice, working throughout the agency to develop strategies for clients such as General Motors, Kellogg’s and Procter & Gamble. According to a Tomoson study, almost 60% of marketers plan to boost influencer marketing budgets this year, but wide misconceptions still exist about the influencer discipline. Maguire performs an important role working collaboratively with creative teams to build effective and creative programs, and educating them about best practices and trends within this space. “When it comes to best practices for influencer strategy, needs change based on the campaign itself” Maguire explains. “Frequently I will be pulled into a room because the word ‘influencer’ is such a hot topic right now” she says. “I spend a fair amount of time, depending on the team, educating and helping people understand not just the best ways to use influencers, but where they fit within the space” added the Executive.According to Maguire, the challenges that face influencer marketing are opportunities to evolve and think differently about the practice. “I encourage amplifying an influencer’s work with traditional media support to allow brands to utilize different types of influencers, such as those with smaller followings but genuine, authentic ties to the brand, while still achieving strong results.”
