Networking In Advertising

the biggest mistake B2B companies make with influencer marketing is not approaching how they work with a creator based on what type of content that person makes and what type of insights their audience follows them for instead, they treat the term "influencer" as a catch-all word where everyone gets the same brief and creative ask, regardless of what content they enjoy making, the nature of content their followers expect from them, and what the type of people that make up their audience here's how i approach influencer marketing instead: i break our influencers down into three categories based on the nature of content they create - industry leaders - subject matter experts - content creators this isn't about the creator, it's about the type of content they create think of it this way: - if you're considering working with an influencer, if what they usually share is unique POVs, intriguing stuff that makes you think, I'd put them in the industry leader category and have them create thought leadership content for us around our narrative - if they usually share more tactical content, breakdowns, teach you how to do things through actionable steps, etc., I'd put them in the SME category and have them create technical content for us - if what they usually share is entertaining video content, I'd put them in the content creator category and have them create memorable content around our brand, narrative, and/or product understanding which category the person you're working with on your campaign falls under helps you determine: - which segment of your TAM they can speak to - the messaging they can help you communicate - whether you need them to create content on the bigger picture (narrative), provide a tactical breakdown (product), or build mental associations through conceptual content (brand) so, for example, let's say you're launching a new feature: - an industry leader could talk about the overall process or scenario the feature is impacting or optimizing - an SME could break down how the feature works (functionality) and how they used that feature to accomplish something (capabilities) - a content creator could create a video skit poking fun at the pain points the feature is addressing having a balance of all 3 categories of creators simultaneously push out this variety of content is better than having a ton of people post a variation of the same thing, IMO i appreciate Typeform letting me share my unfiltered thoughts on influencer marketing as a part of their #GetReal survey I go into more detail on this topic in the video below, and you can use the following link to take the survey yourself: https://lnkd.in/gHQ-d2hf #sponsored #TypeformPartner #influencermarketing

Procurement: Treat suppliers as extensions of your enterprise, not transactions. Procurement Excellence | 23 NOV 2025 - In complex global markets, resilient supply chains demand partnerships built on shared destiny, not just contracts. Here are 9 Steps to Create Long-Term Supplier Partnerships: #1. Transparent Communication ↳ Co-develop comms protocols e.g. QBR ↳ Clearly share expectations, goals & challenges #2. Long-Term Contracts ↳ Replace short-term with multi year agreements. ↳ Share long-term roadmaps & cost-savings initiatives. #3. Shared Performance Metrics ↳ Jointly agree and track SMART KPIs. ↳ Define escalation paths & RCA templates #4. Early Supplier Involvement ↳ Involve and recognize vendor’s contributions. ↳ Include key suppliers in product development cycles. #5. Guarantee Timely Payments ↳ Automate payment & consider early payment discounts. ↳ Audit internal processes for bottlenecks. #6. Co-Create Innovation ↳ Create supplier ideation portals & protect IP collaboratively. ↳ Fund joint proof-of-concept projects. #7. Recognize & Reward Excellence ↳Formally acknowledge & reward outstanding suppliers. ↳Bronze (Operational Excellence), Silver (Innovation), Gold (Strategic Impact). #8. Uphold Fairness & Ethics ↳ Interactions & contractual terms are mutually beneficial. ↳ Ensure cost pressures don't force unethical labor. #9. Jointly Manage Risks ↳ Jointly identify risks & develop contingency plans. ↳ Map tier-2/3 suppliers collaboratively. In today's volatile market, Resilient supply chains are built on deep, strategic supplier partnerships. Achieving lasting, mutually beneficial supplier partnerships requires: ✅️ Deliberate strategy ✅️ Centered on trust ✅️ Shared objectives ✅️ Continuous collaboration ♻️ Repost if you find this helpful. ➕️ Follow Frederick for Procurement insights. #ProcurementExcellence #SupplierCollaboration

How do you build long-term relationships with customers? It’s not about clever sales tactics. It’s about mindset. One of the biggest shifts I’ve learned is this: neediness is the enemy of trust. When a potential customer senses that your advice is driven by your own urgency or desire to close a deal, it sets off alarm bells—because it means your motives might not be aligned with their best interest. The alternative? Focus on being a trusted presence over time. ✔️ Show up consistently ✔️ Listen carefully ✔️ Offer value without strings attached When you’re guided by genuine curiosity and service, customers come to see you as a long-term partner—not a one-time vendor. That’s the foundation of loyalty and that’s how relationships endure.

𝐓𝐡𝐞 𝐕𝐚𝐥𝐮𝐞 𝐨𝐟 𝐋𝐨𝐧𝐠-𝐓𝐞𝐫𝐦 𝐑𝐞𝐥𝐚𝐭𝐢𝐨𝐧𝐬𝐡𝐢𝐩𝐬 𝐢𝐧 𝐑𝐞𝐜𝐫𝐮𝐢𝐭𝐦𝐞𝐧𝐭 Recruitment is known as a fast paced industry, but there’s one part of our role as recruiters that can’t be rushed; building relationships. In my experience, creating long-term relationships with our clients, candidates, and colleagues is invaluable. Not only does this approach lead to better hiring decisions, but it also shapes careers, fuels business growth, and creates networks of trust that last for years. Here’s why long-term relationships should be the foundation of any great recruitment strategy: 𝟏. 𝐓𝐫𝐮𝐬𝐭 𝐢𝐬 𝐄𝐚𝐫𝐧𝐞𝐝 𝐎𝐯𝐞𝐫 𝐓𝐢𝐦𝐞  The best partnerships – whether with clients or candidates – aren’t built in a single conversation. They develop over time, through consistency, honesty, and delivering results. When businesses work with recruiters they trust, they gain a true partner, not just a service provider. The same applies to candidates. Many of the strongest hires come from professionals we’ve known for years and placed more than once. 𝟐. 𝐀 𝐂𝐚𝐧𝐝𝐢𝐝𝐚𝐭𝐞 𝐓𝐨𝐝𝐚𝐲 𝐂𝐨𝐮𝐥𝐝 𝐁𝐞 𝐚 𝐂𝐥𝐢𝐞𝐧𝐭 𝐓𝐨𝐦𝐨𝐫𝐫𝐨𝐰 One of the most rewarding aspects of long-term relationship-building is seeing how careers evolve. Many candidates we’ve placed early in their careers have gone on to become hiring managers or senior leaders, and when they need to build their own teams, they often return to the recruiters they trust. A single placement can turn into a lifelong professional partnership. 𝟑. 𝐒𝐭𝐫𝐨𝐧𝐠𝐞𝐫 𝐂𝐥𝐢𝐞𝐧𝐭 𝐑𝐞𝐥𝐚𝐭𝐢𝐨𝐧𝐬𝐡𝐢𝐩𝐬 𝐋𝐞𝐚𝐝 𝐭𝐨 𝐁𝐞𝐭𝐭𝐞𝐫 𝐇𝐢𝐫𝐢𝐧𝐠 𝐃𝐞𝐜𝐢𝐬𝐢𝐨𝐧𝐬  Understanding a company’s culture, leadership style, and long-term growth strategy takes time. The deeper that understanding, the better the hires. Clients who treat recruiters as strategic partners rather than short-term vendors see the biggest return on investment – not just in speed to hire, but in quality and retention. 𝟒. 𝐂𝐚𝐧𝐝𝐢𝐝𝐚𝐭𝐞 𝐄𝐱𝐩𝐞𝐫𝐢𝐞𝐧𝐜𝐞 𝐌𝐚𝐭𝐭𝐞𝐫𝐬  In today’s job market, candidates expect a personal, transparent process – one where they feel valued beyond a single application. A recruiter who stays in touch, offers advice, and provides genuine career guidance builds relationships that last. And when candidates have a great experience, they refer others, expanding the recruiter’s network even further. 𝟓. 𝐋𝐨𝐧𝐠-𝐓𝐞𝐫𝐦 𝐑𝐞𝐥𝐚𝐭𝐢𝐨𝐧𝐬𝐡𝐢𝐩𝐬 𝐒𝐭𝐫𝐞𝐧𝐠𝐭𝐡𝐞𝐧 𝐘𝐨𝐮𝐫 𝐑𝐞𝐩𝐮𝐭𝐚𝐭𝐢𝐨𝐧  The recruitment industry is built on trust and reputation. The most successful recruiters are the ones known for honest, long-standing relationships that create value for both businesses and professionals over time. At the end of the day, recruitment is about people, not transactions. The strongest partnerships aren’t measured in placements but rather in careers built, businesses grown, and trust earned.

When I started building Vavo Digital | Influencer Marketing three years back, I had the knowledge and passion for marketing, but the connections I made with influencers, brands, and fellow entrepreneurs really scaled my business. How? Instead of just throwing business pitches at influencers or brands, I took the time to connect with them on a personal level. I engaged with their content, gave genuine compliments, and showed I genuinely cared about their success. The result? They not only became partners but also became advocates, spreading the word about my agency and opening doors to new opportunities. Here's how you can start building meaningful relationships to scale your business: 1/ Forget small talk at networking events! Look for genuine connections with people who share your passion and values. 2/ Always pay it forward. We're all in this together! Success isn't just about personal achievements; it's also about lifting others up. Whether it's offering advice or sharing resources, be generous and help others succeed. 3/ Connect with people from diverse backgrounds and experiences. It'll broaden your horizons and bring fresh opportunities your way. 4/ Invest in long-term relationships because relationships aren't one-time deals; they're ongoing investments. Take the time to nurture connections with your clients, and team members and always keep in touch not just for business. 5/ Every interaction is a chance to learn something new. Stay humble, stay curious, and soak up knowledge from everyone you meet. There's always something to gain, whether it's from seasoned pros or fellow entrepreneurs just starting out. In short, relationship building isn't optional—it's essential. That's why I have a separate team dedicated to building relationships with influencers and brands. What's your take on relationship building in this space? #influencermarketing #marketing #agency

The reporters we’re pitching? They’re survivors in one of the toughest job markets out there. • Covering more beats for less pay. • Getting 3X the pitches they saw 5 years ago. • Working longer hours with fewer resources. • And if they leave, it’s often to Substack—not another traditional newsroom. In that reality, a mediocre pitch doesn’t just get ignored. It gets remembered. As a huge waste of time to them and the people that consume their That’s why our job is bigger than “visibility.” ✅ We have to speak the truth to clients when something isn’t newsworthy. ✅ We have to pitch in the format the reporter prefers—and follow up the way they prefer. ✅ We have to prep interviewees to deliver insights, data, and context no one else can. ✅ And we should confirm with the journalist BEFORE the interview: “What would be most useful for you and your audience?” That last step alone goes a long way. Reporters tell me they wish more PR people did it. Because at the end of the day, you can be one of two things: 👉 The person throwing spaghetti at the wall 2009 style. 👉 Or the concierge-minded, surgically targeted professional who makes a journalist’s life easier and your client/employer respected. Only the latter stays relevant. Curious to hear from reporter friends and fellow comms pros: what’s the most underrated way PR can add value in this WTF environment?

Avoid building "Pasta Partnerships" Ever see those viral TikTok videos of the science class making different types of bridges out of spaghetti? Some of them hold up for a minute, but once you add some weight, it collapses pretty quickly. Partnerships are a Value Bridge, spanning a river of distraction -- that's what makes it hard for content marketing, ads, SDR outreach, etc. to make it across. But too many partnerships are building their value bridges out of spaghetti. If you want partnerships that hold up under the demands of growth and competition, you have to choose stronger materials—partners with real alignment and staying power. Here’s how to build a bridge that won’t collapse: 1. Choose the Right Materials for Your “Bridge” In the same way different spans require different bridges, not all partners offer the strength or relevance your audience needs. Partners who are credible with your ideal customer and bring complementary expertise are like steel and concrete—built to last. These partners don’t just add “connections” to your network; they add real value, and they’re ready to stand the test of time and competition. 2. Avoid the Spaghetti Trap In partnerships, the "pasta” partners are those without the strength or alignment to support your goals. Just like a spaghetti bridge, these partners won’t withstand much pressure. Pasta Partnerships happen when companies pick partners that don't have a clear alignment in the value exchange that is offered to each side, often leading to quick wins that collapse when real challenges appear. This results in wasted time, resources, and often damaged reputation. 3. Build with a Foundation of Mutual Relevance Think of each partner as a material in your bridge. Tech partners, for example, might provide structural support for integration-driven solutions, while channel partners help span the gap between you and new markets. Choose partners that support your mission with relevance—those who understand your customers and can carry your message effectively across. 4. Commit to Ongoing Maintenance Bridges need regular maintenance, and partnerships are no different. Check in regularly with your partners to make sure the foundation is still strong. Review mutual goals, assess new opportunities, and adjust strategies together. Building strong partnerships is a dynamic process that requires shared effort to stay relevant and strong. Choosing durable partners—those that align with your values and strengthen your reach—will keep your partnership bridge standing tall, supporting your journey across the river of distraction to connect with your customers.

Any conversation around influencer marketing, whether it’s a conference session, webinar, client pitch, or even a casual chat, typically brings up long-term partnerships. It’s a topic that resurfaces every year, usually framed as a trend or prediction. And in many ways, it’s treated like a universal truth: long-term partnerships are the best way for creators and brands to work together. 🤝 Generally, that’s true. There are plenty of upsides. Long-term partnerships give creators and brands time to understand each other’s goals, workflows, and preferences. That repeated exposure often leads to more aligned, higher-quality content. Brands also benefit from cost and time efficiencies. Offering creators a guaranteed scope of work and consistent payment over time can lead to more favorable rates. For creators, it takes the pressure off constantly chasing new deals, knowing there’s steady work and income in the pipeline. When it comes to lower-funnel goals like driving sales, long-term partnerships can really move the needle. According to EMARKETER, consumers typically need 3 to 4 exposures to a creator’s promotion before making a purchase. That makes long-term collaborations essential for brands focused on conversion-driven outcomes. But what’s often missing from the conversation are the potential downsides. Is that because they don’t exist? Of course not. Content fatigue is a big one. While familiarity can drive alignment and results, it can also lead to repetition. Creators may fall into a formulaic rhythm, and over time, their audiences might start tuning out or even get annoyed. You ever get a paid media ad for a product you already have? Even if you like it, after seeing it over and over, it can get annoying. The same can be true for creator content; even the most loyal followers get tired. Creators themselves may want to opt out of long-term partnerships. Maybe they’re pivoting to a new niche or no longer feel aligned with a brand’s mission or values. This feels especially common today, as creators become more selective in response to brands’ social or political actions or inaction. There’s also the reality that what was a great fit in January might not feel the same by Q4. Brands evolve. Messaging, goals, and audiences shift. The same goes for creators. Long-term deals can become constraints if that alignment slips over time. In a new edition of the paid supporter tier of my newsletter, I dive deeper into the pros and cons of long-term partnerships, plus strategies that balance structure and flexibility to minimize these downsides. You can read it via the link in the comments below. 💬 What do you think are the biggest pros and cons of long-term creator partnerships? What strategies have you found work best? I’d love to hear perspectives from both marketers and creators.

With October only a week away, I wanted to get ahead of British Black History Month and talk about community engagement in a way that goes beyond the confines of a single month. Let’s discuss what it means to support the Black community before, during, and after October—through initiatives that have long-term, lasting impact. Supporting and celebrating community isn’t about staging one-off events or focusing all efforts during a single time frame. It’s about consistent, meaningful engagement that drives real change and leaves behind memorable, transformative moments. 📌Invest in Initiatives that Provide Real Value (on a cultural level) We recently launched our Community Salon initiative with Palmer’s UK, turning Hair So Sassy, a Black-owned salon in Manchester, into a space where underprivileged kids received free salon experiences. It wasn’t just about fresh hairstyles—it was about showing these kids they are valued and boosting their self-esteem.This not only relieved a burden from their already stretched parents or carers, but more importantly, it showed these kids they are valued and seen. I’m sure many Black Women and Men can relate to the back to school rush, and the urgency of ensuring your hair was done and fresh for school. 👀Marketers and DEI teams - At times like this, the quality of impact matters more than the metrics. When we zero in on what the community truly needs—we create meaningful change. 📌Hands-On Support and Education Empower Communities We’re firm believers in creating opportunities that foster independence. Alongside their salon experience, the children received one to one, hands-on lessons on how to care for their natural hair at home. Knowledge is truly power. When we invest in education and practical skills, we enable individuals to take control of their own hair care and personal confidence. Each child also went home with a supply of Palmer’s UK haircare products to ensure they could continue what they learned at home. 📌Consistency Matters: Make Engagement a Year-Round Effort Our goal is to replicate this initiative during half-terms and summer holidays, offering continuous support. It’s about showing up repeatedly and sustaining a relationship with the community. 📌Build Meaningful Partnerships that Align with Your Mission None of this would have been possible without strong partnerships. Collaborating with Palmer’s UK and Hair So Sassy allowed us to amplify our reach and impact. Partnerships that align with your mission are essential. I hope more brands and institutions recognise the importance of this year-round. If you’re looking to be part of something bigger, let’s connect and keep the conversation going. 👇🏾 #CommunityEngagement #YearRoundImpact #TreasureTress #Partnership #GivingBack #NaturalHairCare #AuthenticSupport

What does #grassroots community engagement mean to me? To me, this form of community engagement is about bridging practical action with long-term impact. Grassroots aligned work centers the lived experiences and knowledge of those most affected by systemic challenges, ensuring solutions are both relevant and sustainable. Without authentic involvement, top-down solutions risk and are quite often disconnected, perpetuating inequities rather than addressing them at their core. These grassroots centered solutions are about constructing systems that not only empower individuals to take action but also position them as integral players in driving broader societal transformations. Particularly in rural and historically divested regions, grassroots agricultural initiatives provide a critical intersection between practical innovation and environmental justice. These initiatives go beyond improving farming practices(and planting 🐘 🧄!)- they directly address systemic inequities by offering pathways to environmental resilience and economic self-sufficiency for communities often purposefully and unintentionally excluded from traditional forms of policy dialogues and workforce inclusion. The composition of a nation’s workforce is a direct reflection of societal priorities. A workforce centered on sustainable energy, efficiency, #Justice40, and inclusive economic opportunities signifies a deliberate investment in #futureforward thinking. The creation of green jobs is not merely an economic strategy, it is a technical and operational necessity for addressing pressing global challenges. When local expertise is cultivated and empowered through initiatives focused on clean energy or agricultural resilience, these communities are not just participants—they are and have been leaders in a systemic shift toward sustainability. The work that Project Blacc, FLIPP Inc and #Electrivive are engaged in is where community engagement becomes truly strategic—linking micro-level grassroots action with holistic macro-level policy, creating systems that are both resilient and replicable. If you only take one thing away from this post, know this: Community engagement is about interrogating and reshaping the systems that govern how we live, work, and interact with our environment. - How do we develop these systems to better serve marginalized communities? - How do we center existing Indigenous knowledge and leadership to guide climate resiliency efforts? - How do we scale existing workforce initiatives to reflect Justice40 values and mandates? - How do we craft a workforce that prioritizes both environmental sustainability and economic justice? So keep asking yourself and your peers the following question when you’re engaging in such topics: “How can we collectively ensure that engagement is not just reactive, but transformative in scope and scale?” #Grassroots #CommunityEngagement