‘Believe in the brand’: Kellogg’s is now using influencers like creative agencies

Kellogg’s Is Starting to Treat Influencers like Brand Ambassadors. Rather than pick influencers based on their reach and negotiate contracts on a per-campaign basis, the CPG manufacturer wants influencers who are genuine fans of its brands and are open to longer-term relationships. When British endurance athlete and blogger Sophie Radcliffe completed the Manchester Run race … Read more

The Future of Shopping Is Already Happening in China

By Daniela Wei & Shelly Banjo When Shanghai university student Milky Guan buys cosmetics, she isn’t impressed by beauty stores and big name brands. Instead, the 20-year-old relies on a Chinese social media shopping website called Xiaohongshu, or Little Red Book, to figure out what’s hot and what’s not. On Xiaohongshu, Guan follows a popular online beauty … Read more