"For a long while, we've been witnessing the death of the campaign and the birth of the cultural moment. Traditional advertising is entertainment's understudy, while brands are learning merely to be protagonists in culture stories," James Kirkham, co-founder of brand consultancy Iconic, explained.
"When we run campaigns for clients we're leveraging the data we've amassed from over 350 million posts on our social platforms alongside 3 million influencer activations," Scott Sutton, CEO of Later, explained.
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