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
Joanna Arnold, CEO, Access Intelligence (moderator)

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.

Dan Neale, Co-Founder, Alfred

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

La Maison Maille came to Kaper with a need to drive awareness of the brand amongst London’s discerning food lovers. Kaper recruited foodie influencers that are so passionate about the brand and the project that they sat at the heart of the campaign for free. They organised an influencer-led two week food festival, featuring nine influential chefs creating limited edition dishes sold in their restaurants. Chris will talk through Kaper’s strategy, how they found their key pool of influencers to help reach their target audience, which channels and traditional PR they used to amplify their campaign and the results.

Chris McCafferty, Founder, Kaper

3) Adidas GLITCH Campaign

Start-up culture is ripe with experimentation and creativity. Risk breeds creativity. But if you're a successful, well established brand like adidas, how do you break tradition and reap the benefits of change? By behaving like a start up and breaking your own rules. We said no to ads, no to media, no to big football stars. We said yes to co-creating with influencers. Yes to exclusivity and yes to community. Together, we transformed one of football's most recognisable brands into one of its hottest start-ups, created by and for an urban Gen Z audience. Nico and Vicki will talk about going 'all in’ with influencers, how bravery pays when it comes to collaborating with young, creative minds, and the benefits of really understanding who’s influencing your audience.

Vicki Harding, Managing Partner, Iris Worldwide

Nico Tuppen, Managing Director, Iris Culture

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.

Dan Neale, Co-Founder, Alfred

Full biography to follow.

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.

Nico Tuppen, Managing Director, Iris Culture

Nico Tuppen has driven the sport and entertainment strategy for clients, and is currently responsible for the Global adidas account, across categories. iris is currently the lead Global agency for adidas Football.

Vicki Harding, Managing Partner, Iris Culture 

Vicki Harding heads up PR at iris as Managing Partner of iris Culture, iris’ merged PR, experiential and sponsorship division specialising in lifestyle, entertainment and sport.

Joanna Arnold, CEO, Access Intelligence

Joanna Arnold has been CEO of Access Intelligence since 2014. She has completed three funding rounds and three acquisitions on behalf of the firm, the most recent being Vuelio, a platform for integrated public relations, public affairs and influencer management.
Joanna has extensive experience of growing and advising technology companies in the UK, predominantly start-ups and high-growth medium-sized businesses. Before joining Access Intelligence, she held investment management positions in private equity and hedge funds.

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.