Brands are taking an authoritative approach to influencer marketing by giving creators roles such as director or chief communications officer.
ASOS is the latest brand to jump on the trend, naming Olivia Neill as its out of office director.
Earlier this year, Marks & Spencer teased its chief compliments officer, who turned out to be Gillian Anderson. Now, Amelia Dimoldenberg is the general manager of its Casa del Complements in Ibiza. In February, Gemma Collins started posting on LinkedIn and announced her new position: creative director at Canva.
This is all part of the fashiontament trend taking over the industry. It’s a new name for a brand ambassador, giving creators more credibility and authority in these new positions.
CORQ’s trends editor Caroline Edwards breaks down the campaigns using this tactic.
@corq.studio Brands such as @asos, @Marks and Spencer, @Canva and @L’Oréal Paris are giving influencers titles of creative director and officer in their campaigns – a move away from ambassador titles. @olivia neill is the out of office director at ASOS, Gemma Collins is a creative director at LinkedIn and @ameliadimz is the general manager for M&S’ Casa Del Compliments. #marketing #influencermarketing #marketinginsights #digitalmarketing
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