Overview

Influencer marketing presents an opportunity for brands to connect with their audiences in a unique and authentic way. However, regulators are introducing new rules to ensure that consumers are aware each time they interact with content of a commercial nature. So what does this mean for brands? Follow the rules, or face hefty fines.

Join us at PRWeek’s Influencer Breakfast Briefing to gain insight and updates directly from key regulators including the Advertising Standards Authority, and hear PRWeek Awards finalists of this year’s ‘Best Influencer Marketing Campaign’ category talk through their successful recent influencer-led activities.

Tickets are priced at £49+VAT for PRWeek subscribers and £89+VAT for non-subscribers.

Agenda

08:30 Registration
09:00 Chair's opening remarks

Danny Rogers, Editor-in-Chief, PRWeek UK

09:05 Fireside chat: Influencer marketing - how to stay within the law

During this panel discussion, hear straight from the regulators themselves on how to stay within the rules when working with influencers.

  • CAP new guidance  for online affiliate marketing (2017)
  • Confusion over identifiers and grey areas
  • How to make sure influencers are aware of rules and requirements and adhere to them

Guy Parker, CEO, Advertising Standards Authority
Jon Riley, Project Director, Competition and Marketing Authority

09:45 Case studies: ‘Best Influencer Marketing Campaign’ PRWeek Awards finalists

1) ‘All About Mama'

Alfred were drafted in by mindfulness app, MindPilot, to develop a PR campaign around mindful parenting. The brief was to build a traditional PR campaign hitting parenting media, blogs and Facebook, to build awareness for MindPilot with parents. Their insights and approach challenged what the client had requested, and led them to create an entirely new brand and app, Quility: A mindfulness app for mothers. Alfred identified Instagram as the primary channel to reach their target audience and recruited social influencers to create an influential and active community of mums, all sharing their positive experience of Quility.

Gemma will talk about Alfred’s strategy and approach, explaining why they took a specific social influencer and single platform approach. She will also showcase how social influencers can go on to become the 'traditional PR', as well as discuss the challenges they faced during the campaign, the results, and learnings a year on.

Gemma Pears, Co-Founder, Alfred

2) ‘La Maison Maille's Fete de la Gastronomie’

Chris McCafferty, Founder, Kaper

Other case studies to be announced shortly.

10:15 Refreshments and networking
10:30 Close of event

Speakers

Danny Rogers, Editor-in-Chief, PRWeek UK

Danny Rogers is one of the UK’s pre-eminent journalists covering the world of advertising, PR, marketing and media. He has edited PRWeek and Campaign and been deputy editor of Marketing. Danny has also been a contributing editor to the Financial Times and the Guardian. He has won Editor of the Year at the British Society of Magazine Editors and been twice shortlisted as Editor of the Year by the PPA. Danny is also a frequent contributor to broadcast and print media, including a regular column in the Independent.

Guy Parker, CEO, Advertising Standards Authority

Guy became Chief Executive of the ASA, the UK regulator of ads in all media, in 2009. Responsible for executing the ASA’s strategy to make UK ads responsible, he oversees all functions of the ASA system. From 2013 – 2016, Guy chaired the European Advertising Standards Alliance; he remains a Board and Executive Committee member. He’s also an Executive Committee member of the International Council for Advertising Standards, a member of the Fundraising Regulator’s Standards Committee and a member of the UK government’s Consumer Protection Partnership Strategic Group.

Jon Riley, Project Director, Competition and Marketing Authority

Full biography to follow.

Gemma Pears, Co-Founder, Alfred

Gemma Pears is co-founder of integrated communications consultancy Alfred. Alfred has an enviable reputation for its influencer expertise, which spans standalone influencer marketing executions, through to full-mix integrated campaigns. They have been shortlisted for over 10 awards for their influencer work in the last year, including CIPR, PRCA and PR Week. Alfred’s client list crosses the Consumer Products, Tech, Gaming, and FMCG space, including; Etsy, SodaStream, Warner Bros., and Amazon.eu. They are the creators of InCrowd, an influencer marketing platform, that streamlines the extensive search process and offers measurable metrics to ensure campaign activity delivers a strong ROI.

Chris McCafferty, Founder, Kaper

Chris founded Kaper in 2010, the realisation of a decade-long ambition to create his own agency. Now part of the Karma Comms Group and owned by Accenture Interactive, Kaper sits at the crossroads of modern engagement communications, spanning digital communications, PR, content and brand experience. Prior to Kaper, Chris launched MySpace across Europe from 2006-8, was Head of PR and Corporate Affairs for MSN UK and has held Director level positions at Shine and The Red Consultancy. He has advised many of the world’s leading brands including IKEA, Huffington Post, Mastercard and eBay.

Tickets are priced at £49+VAT for PRWeek subscribers and £89+VAT for non-subscribers.

For booking assistance or any other enquires, please call +44 (0)20 8267 4011 or email conferences@haymarket.com.
Please note that this agenda is subject to change.