Building a brand is like writing a book and campaigns are like the chapters of that book. Each one is a chance to advance a brand's story, by introducing new themes and expanding on old ones, all while being true to the brand's values and guidelines. This type of storytelling is among my favorite things to do.

 

I’ve executed influencer marketing campaigns for clients by coming up with the right person for the project, and helping them flesh out a creative idea to support the brand story. In these instances, it’s important to respect that the content belongs to the influencer. 

 

Original content marketing, on the other hand, belongs to the brand, so themes and stories can be much more explicit. To me, this kind of work is more exciting.