UGC vs influencer marketing: what are the differences and how to combine them?
Although both rely on the creation of embodied content, UGC and influencer marketing serve distinct objectives. Combining them within a global strategy helps maximize engagement, from brand awareness through to conversion.
How to evaluate a celebrity’s commercial value for a brand partnership?
Estimating the financial value of a celebrity partnership requires analyzing their actual engagement rather than mere fame. The fair price is based on the quality of their image, strategic alignment, and the contractual scope of the rights granted.
Compliance in influencer marketing: law, ARPP, and brand safety for brands
Between the obligations of the law of June 9, 2023, and the recommendations of the ARPP, discover the best practices and contractual levers to ensure the compliance of your influencer campaigns and guarantee your brand's safety.
How much does a PR agency cost? Rates, budgets, and service models
Determining the budget for a public relations agency requires understanding its various billing models, from monthly retainers to project-based services. This article details the factors influencing rates, ancillary costs, and methods for measuring actual profitability.
Calculating ROI in influencer marketing: metrics, attributions, and ratios for decision-makers
Measuring the true profitability of influencer marketing requires going beyond visibility metrics to adopt a strict financial approach. This article details net ROI calculation formulas, attribution models, and key ratios to effectively manage your investments.
Sports Manager: how to manage an athlete's career, image, and partnerships
A true off-field conductor, the sports manager enhances the athlete's brand image and negotiates their commercial partnerships. Complementary to the agent, they coordinate the athlete's entourage to sustain their career and prepare for life after sports.
How to manage an international multi-country influencer campaign
Succeeding in an international influencer campaign requires combining a strong central strategy with authentic local execution. From hybrid governance to KPI alignment via a unique Playbook, discover the methodology to effectively manage your multi-country operations.
Press and influencer relations: how to integrate traditional media and content creators
Combining press relations and influencer marketing allows you to blend media legitimacy with community engagement. Rigorous timing and unified management maximize brand visibility and credibility without distorting their message.
Influencer marketing in luxury: preserving brand equity and desirability
Reconciling digital presence with exclusivity requires rigorous selectivity for luxury houses. By favoring bespoke artistic partnerships and precise storytelling management, influencer strategy nurtures brand equity without ever compromising its rarity.
Sports sponsorship: structuring a high-performance partnership between brands and athletes
Beyond simple brand visibility, modern sports sponsorship relies on an authentic and strategic partnership with the athlete. Its success requires rigorous selection, precise contractual framing, and an active activation strategy to maximize engagement.