Marcus: I’m still amazed at how far we’ve come so quickly in accepting and consuming new modes of transportation. I had to laugh during one of our conversations about the thought that we were warned not too long ago about the risks of getting together with a stranger you’d meet online … or getting into a car with a stranger for a ride. Now, it’s incredibly common, accepted and rewarded for using our smartphones to Uber to a bar or restaurant to meet someone you’ve only connected with through Tinder! This really does speak to a dramatic shift in our values and behavior. What really stood out to me from the study and our panel conversation was that the birth of this new culture was sparked by our youngest group of consumers – Gen Z. These consumers are placing more emphasis on “we” values, such as shared time and experiences, rather than “me” values, which have defined other generations … especially Millennials.

Lisa:  That is so funny! I remember telling my kids when they were little never to get in cars with strangers and, now that they are teenagers (and squarely Gen Z), they think nothing about hopping into an UberPool and heading to a party hosted by someone they “know” only on social. It will be interesting to see how mobility culture evolves as this generation drives it forward. I can imagine brands outside of the mobility space looking to partner with a rideshare service such as Uber or Lyft as a way to capitalize on these “we” values and offer customized, branded experiences that can be shared and enjoyed with others. Who’s to say that in a few years you won’t be able to order up a “Beauty Bar Uber” so that you and a girlfriend can have your hair and makeup done while in route to a night on the town.

Marcus: I think you’re exactly right! If we look around our current mobility world today, there’s a real desire for drivers and passengers alike to rethink how they spend time on the road. The infotainment system of the past, with those in the car passively listening to music, a podcast or even taking a call, will look much more like James Corden’s Carpool Karaoke. We heard from Gen Z that they value a connection between mobility and engagement, especially with each other. If the entertainment value of the drive or ride experience is determined by the time spent with others, we can imagine the positive benefits. No longer is that drive home from work a commute. It’s a happy hour that doesn’t focus on the total time spent in the car. This may open people to the idea of moving and traveling further out from a city center, and create new communities, jobs and economic centers.  

Lisa: I think you’re on to something, especially when you consider the behaviors and preferences of Gen Z. This is a generation that’s just now entering the workforce for the first time. From what we’ve seen, they are going to flip today’s discussion of work-life balance on its head and will expect flexibility when it comes to how, when and where they work. If a commute is no longer the dreaded drag that it is for many today, we may see a generational shift away from urban centers and a return to the great outdoors. I can see it now – 20-somethings traversing the New York tri-state in the Jetson’s-like pods from my favorite television show growing up, while enjoying breakfast with friends before parachuting down to their offices’ drop zone in time for their first morning meeting. If that’s the mobility culture we’re driving towards, sign me up – it sounds like fun!

Marcus Gamo is a Senior Vice President and the agency's Automotive Specialty Group Lead and Lisa Rosenberg is the agency's Chief Creative Officer.

New AP Stylebook Rules

Percent vs. % – It is now acceptable to use “%” instead of having to write out “percent.” There should be no space between the numeral and the symbol. If the percentage is less than one, place a “0” before the decimal. Correct: “A survey shows 99.9% of Allison+Partners employees agree The Beatles are the greatest rock band of all time. Who cares what the 0.1% think?”

Hyphenated race – Race designations, such as African American, Asian American, Italian American and so forth, no longer require hyphens.

Casualty/Casualties – do not use the word “casualty” or “casualties” because AP deems the word “vague and can refer to either injuries or deaths. Instead, be specific about what is meant. If authorities use the term, press for specifics. If specifics aren’t available, say so: Officer Riya Kumar said the crash resulted in casualties, but she did not know whether those were injuries or deaths.”

Cocktail – it is no longer acceptable to use the word “cocktail” to describe a mixture of drugs. It’s now proper to write “drug combination,” “drugs” or “medications.”

Suspect – do not use the word “suspect” to describe “a person of unknown identity who definitely committed a crime. In other words, don’t substitute suspect for robber, killer, rapist, etc., in describing an event, even if authorities phrase it that way. Correct: Police said the robber stole 14 diamond rings; the thief ran away. Incorrect: Police said the suspect stole 14 diamond rings; the suspect ran away. Conversely, don’t substitute robber, killer, rapist, etc., when suspect is indeed the correct word. Correct: Police arrested the suspect the next day. Incorrect: Police arrested the robber the next day.”

Grammar change from the American Copy Editors Society

Split Infinitives – In a nod to the spoken word, it is now OK to split an infinitive in professional writing. For those who took naps in English 101, an infinitive is the “to form” of the verb. To go. To eat. To sleep. The old rule was to always place an adverb after the verb and never between the “to” and the verb. An example from Star Trek: “To boldly go where no man has gone before…” is now correct. Formerly, a copy editor would have corrected that phrase to read “to go boldly.” Split infinitives are now acceptable, meaning the written word will sound better to the ear.

In a related note, most contemporary grammarians now give their blessing to end sentences with prepositions. The great Sir Winston Churchill himself once mocked someone who criticized him for ending a sentence with a preposition by saying: "That is the sort of thing up with which I will not put!"

The “never end a sentence with a preposition” rule is arbitrary. It’s a rule a British essayist popularized centuries ago based on language roots in Latin, where it is not possible to end a  sentence with a preposition. Scholarly English grammarians who wished to apply Latin rules to English (a square peg in a round hole if there ever was one) should not dictate how we write today. If we have to rewrite sentences to avoid putting prepositions at the end, it can read and sound awkward. It’s better to go with what sounds better.

These are all rules you can live easily with.

Jacques Couret is editorial manager for All Told.

Unfortunately for millions of women, today is still not an equal pay day. I’m grateful this hasn’t been my experience, thanks in part to my own doing and in part to the people I have chosen to surround myself with. I’ve been blessed with the luxury of choice, while most women are not.

Last week, the House Education and Labor Committee voted to advance legislation that would strengthen protections for female workers and help close the gender wage gap. The bill, sponsored by Rep. Rosa DeLauro (D-CT), aims to advance women’s pay by prohibiting employers from requesting salary histories and preventing them from retaliating against employees for disclosing their pay. The bill also calls for the Equal Employment Opportunity Commission (EEOC) to collect wage data based on sex, race and national origin to better determine if employers are responsible for discriminatory practices. It will next go for a vote in the Senate.

Those of us with the luxury of choice must now choose to speak for those who do not have it -- speak with our votes, speak with our actions and speak with our power.

According to the Institute for Women’s Policy Research, “it will take until 2059 for women to reach pay parity if change continues at the current pace. Black women would have to wait until 2119 for equal pay, and Latina women until 2224.” We simply cannot wait that long.

In my role at Allison+Partners, I work with my partners and colleagues to ensure pay gaps do not exist at our agency. I’m proud of that, but it’s a small piece. For those of us who can, we must choose the companies we work at wisely. Ask the right questions. Do the research not just for ourselves, but for others. If employers know the best female talent in the country simply won’t work for their organizations, they will be forced to address their shortcomings.

We have the power to hold our companies responsible, to hold our industries responsible, to hold our politicians responsible and to hold ourselves responsible.

Anne Colaiacovo is President, North America at Allison+Partners.

“While we have long been proud of our popular employee benefits such as Workout Wednesdays, birthday days off and paid sabbaticals after only five years, the competition for talent inspired us to boldly go where no agency has gone before,” said Allison+Partners’ Chairman + CEO Scott Allison. “What we’ve landed on is not only breakthrough in our industry, but some of the best perks in the entire world, bar none.”

Allison+Partners’ new perks were sourced through active and purposeful googling of the agency’s competitors, aspirational targeting of companies we’re nothing like and general pipe-dreaming. They include:

• Chocolate Fountain to End All Chocolate Fountains – A 6-foot-tall, 85 percent dark cacao nibs fountain enhanced with vegan collagen will be placed in each office to enable 24-hour dipping pleasure for employees.  According to a newly released survey, 87% of workers indicated they are open to extending their workday by an additional two hours if bribed with chocolate.
• Grapes on Demand – A duo of office assistants will float seamlessly from desk to desk to peel and feed employees grapes and fan them with oversized palm fronds while they work. It’s hands-free grape eating perfection! During a recent employee engagement survey, we found 98% of employees prefer grapes over every other fruit. We take these results seriously.
• Sloth Therapy Room – Who needs puppies when you have fuzzy sloths in a sound proof room with classical music playing in the background!? While puppies have been scientifically proven to reduce anxiety by more than 80%, surveys have shown that cuddling sloths leads to over the top euhphoria in more than 100% of people.
• Forget “bring your kids to work day,” we’re announcing Bring Your Kids to Work Every Day and equipping our offices with changing tables and branded diaper genies.  Science has shown that crying can actually produce a soothing effect similar to white noise and beach waves, when it reaches a decibel equal to a dozen kids crying at once. 
• Remote Working Gone Wild – We’ll offer a once in a lifetime Mars employee exchange program enabling employees to work for six months from the fourth planet from the sun. Let’s face it, space is hotter than ever.
• Staff manicures are so last year.  As a pet-friendly agency, we are offering weekly manicures to the staff’s pets, custom nail art included.   Pet manicures was the top #trending item on social media in the month of March.  
• We’ll replace the traditional holiday party with twice yearly, all-staff trips to the North Pole, reindeer rides included.   While zero percent of adults still actually believe in Santa, let’s face it, we all want to.
• Why should parental leave only be for actual parents? We’re offering parental leave when your work-wife or work-husband gets a new pet (reptiles included). A wise unknown and random person once said that “imitation is the sincerest form of flattery.” We believe it.  
• To save on commute time and maximize efficiency, we’ll introduce on-demand autonomous driving sleep chambers to take all employees to and from work. Studies by important people have shown that R.E.M. can best be achieved in autonomous driving vehicles.

Additional information on the ground-breaking new perks can be found on April 1 at https://www.allisonpr.com/about/careers.html

BUILD A NETWORK

Building a network of female (and male) cohorts is the most important thing you can do for your career. You can never truly know how your career trajectory will play out, so it’s important to cultivate meaningful connections wherever you can.

It’s equally important to remember building a network doesn’t mean setting up a few coffee dates to hastily compile a list of people you can ask to serve as references. Rather, networking is about finding people who appreciate and support your ambitions and passions. Natasha Lyonne and Greta Lee of Netflix’s “Russian Doll” shared their now strong and steady working relationship was born through a series of meetings and shared passion projects over time—it wasn’t built overnight. The pair’s relationship started as two women simply admiring and supporting each other’s long-term career goals.

EMBRACE UNCOMFORTABLE CIRCUMSTANCES

Change is uncomfortable, challenging and often unwanted. However, it’s also inevitable. Author A.M. Homes summed up: “[Change] is super important, because I think it gets dangerous when you become so routinized that you actually can’t do something another way.” This is particularly true for those of us in industries, like public relations, constantly impacted by technology’s evolution.

While it’s natural to react apprehensively to an organizational restructure, a new colleague or a different role, take solace that navigating change challenges everyone. Seek advice from friends and mentors, and remember there is no such thing as managing change perfectly. Be kind to yourself and know—more often than not—change is good.  

LEAN INTO YOUR STRENGTHS

It’s easy to recognize our flaws, but it’s much harder to identify and leverage our strengths. Topeka Sam, founder of The Ladies of Hope Ministries and Hope House NYC, witnessed firsthand in federal prison the disparity of incarceration on women. Realizing her affinity for community building and fundraising, she used her voice and network to advocate successfully for prison reform and help women transition out of the federal prison system.

In moments of perceived failure, it can be remarkably difficult to recognize our strengths. Lean on friends and reflect on past triumphs to help you identify the unique qualities you bring to the table. We all have strengths—it’s just a matter of finding them and acting on them.

STOP THINKING AND JUST DO

Perfection’s ability to stifle women’s career progression came up in different ways during the event. But at the day’s close, The Cut Editor-in-Chief Stella Bugbee really summed it up: “You don’t have to be perfect to set out and achieve your goals. The best thing you can do is just start doing.”

So often, as women, we feel the need to anticipate every possible outcome of our actions to avoid our own self-imposed notions of failure. This type of thinking holds us back from taking the risks necessary to get ahead in our careers. It’s easier to talk ourselves out of having difficult conversations, like asking for that promotion, instead of just going for it and seeing what happens. The next time you prepare pros and cons ahead of a big meeting or new venture, feel empowered to throw the “plan” out the window and just put the wheels in motion. Your instincts are stronger than you think.

So, here’s to saying “no” to perfection and “yes” to ambition, tenacity and empowerment. We’ll never be perfect, but we don’t need to be.

Lauren Bayse is a director and Chelsea Russo is an account manager in Allison+Partners' corporate practice.

When I first moved to Los Angeles, I was asked to open a public relations office for Connors Communications, the agency Scott Allison, Andy Hardie Brown, Jonathan Heit and I worked at together before Allison+Partners. I still remember my conversation with Scott when he asked me to open the office. I shared my fears of building something new, in a location that I had never lived and in a space I was not yet comfortable in. As a true friend and mentor, Scott told me not to worry, and that he would surround me with great people.

Two of those people came out from Connors’ New York office. One of those was Jonathan Heit who, today, has grown to become our company’s global president and a good friend. Another person was a gentleman named Jeffrey Bollinger. Jeffrey asked me if I had heard of his father, a famous entertainment publicist. I had not. So, he brought his dad to our office. You never know how one meeting could change your life and how being open to new opportunities can lead you down new trails. Just like the blank piece of paper, Henri asked what my goals were to build our office. I shared that we wanted to be the leading firm that helped build entertainment and tech companies as they began to transition content onto the web and other platforms, not yet knowing how mobile was ready to blast off.

Henri said he could help. He introduced me to the Entertainment Publicists Professional Society, which he had started with industry friends. Less than a year later after chairing a technology committee, I became the president of the organization. Over the next four years, I helped grow the membership from 200 people to more than 600. Networking with industry leaders, helped build a solid foundation of relationships that I still have today. Henri also introduced me to UCLA Extension, where I taught for more than 17 years in his shadow.

What I remember most about Henri’s mentorship, is his ongoing personal counsel. He was the father of three kids, and understood the balancing act of juggling work and a large family. His advice was always on mark. He never provided answers, just stories, and let his experiences help guide mine. He saw each choice as an opportunity to do something new. He inspired me greatly, contributing so much to who I am today. And through our recently established scholarship program at UCLA in his name, I know he will continue to have an impact on others for years to come.

At Allison+Partners, we recognize the importance of mentorship and developed a program many years ago that empower our team members to find peer-to-peer relationships or even outside mentorships in areas that they are passionate in. Each is a blank piece of paper waiting to be shaped and groomed for a career that can take them anywhere. I will miss Henri, as my paper is only halfway done. Yet his guidance and positivity will continue to direct me.

Scott Pansky is a co-founder at Allison+Partners. 

The report, based on a survey of U.S. consumers fielded in January 2019, reveals a clear shift in consumer attitudes, values and behaviors between generations and with more transportation options available than ever before.

Key findings that highlight this shift include:

• Cars remain at the center of today’s transportation equation, but how they’re used is changing. While roughly 70 percent of licensed Americans drive their vehicles daily, 38 percent of those without a driver’s license say they have no need for one. With Gen Z, the numbers become even more significant — nearly 70 percent of Gen Z respondents do not have their driver’s license and 30 percent of those who do not currently possess their driver’s license have no intention or desire to get one.
• Car culture shifts from “me” to “we.” Younger generations, including Gen Z, have begun to see automotive benefits that move beyond convenience to relaxation and social experiences. When asked why they would purchase an autonomous vehicle, Gen Z consumers cited relaxation as a primary factor (65 percent) – almost equal to convenience (67 percent).
• For Gen Z, the car has become less aspirational. Gen Z sees cars more as appliances than any other generation, with more than half of Gen Z respondents (56 percent) indicating a car represents essentially no more than a means of transportation.
• Technology and transportation have become synonymous. The excitement for autonomous technologies is driven by Gen Z, due largely to a high trust level with technology. Ultimately, 60 percent believe they will use autonomous vehicles by 2029.

“Not only will the car itself change drastically with the advent of new technology and mobility solutions, but its role in our lives and in culture will also evolve,” said Marcus Gamo, Senior Vice President and Automotive Specialty Group Lead at Allison+Partners. “Our automotive practice was born out of an authentic passion for disruptive brands that are redefining mobility, with a deep understanding that the most important attributes of transportation for consumers are trust and loyalty.”

The report also reveals that despite changing American consumer values and behaviors, brands remain more relevant than ever. For marketers, however, the introduction of this new mobility culture will require a revamped approach to effectively garner consumer loyalty and advocacy:

• Reinforce how technology enhances the experience. With consumers conditioned to expect technology innovation at a faster rate than the traditional new vehicle introduction timeline, it’s important for marketers to reinforce how technology features enhance the ride experience, contribute to vehicle safety and support a future where transportation options come together in concert.
• Demonstrate an understanding of the shift from “me” to “we.” It will be more important to underscore the benefits of a particular mobility option to communities of people (such as a city, university or corporate campus), rather than to just individual drivers.
• Focus on building relationships during the journey, not at the finish line. Younger consumers value authentic relationships with brands, and it takes time to foster that trust. Understand their values, what advancements in automotive technology excite them and, equally important, their concerns about the future of mobility. Use this information to inform how to communicate and engage with them about your brand.
• Consider new avenues for introducing mobility options. The traditional auto show has been the core of how automakers, motorcycle brands, RV makers and others have introduced new vehicles to a rabid group of automotive enthusiasts. Due to this shift in values and attitudes, marketers must now plan for more values-based, communal and experiential local market activations, where influencers help create and share the story and consumers can experience brand value in a real and authentic way.

“As consumer relationships with cars evolve, automotive and transportation industry marketers must change how they engage with younger audiences, especially Gen Z,” said Lisa Rosenberg, Co-Chair of Allison+Partners’ Consumer Marketing practice. “Being headquartered in San Francisco with deep roots in technology, Allison+Partners has been at the forefront of cultural movements since our inception. We believe that brands that embrace this cultural shift and provide opportunities for consumers to be active participants are the ones that will win with a generation whose favorite currency is social.”

ABOUT THE REPORT

Allison+Partners compiled this report using data from an online survey of 1,035 people in the U.S. over the age of 16 conducted in January 2019. Fielding was conducted using the Qualtrics Insights Platform and the panel was sourced from Lucid.

“Over the past four years, Allison+Partners’ presence and client roster has grown immensely in Singapore. We are now working with some of the largest consumer and technology brands in the world on everything from integrated to B2B marketing,” said Tan. “Robin and Natashia’s deep expertise in these areas will not only add immediate value to our clients, but also strengthen our ability to grow across Singapore and the region.”

Chang joins the agency with more than a decade of experience driving award-winning public relations, integrated marketing and digital campaigns for corporate and consumer brands. He previously served at PRecious Communications, where he led the agency’s Consumer practice, helped evolve the firm’s digital offering and contributed to the agency’s expansion into the Asia-Pacific market. Chang’s client experience includes working with brands such as Artbox Singapore, Ascott, Celestial Tiger Entertainment, foodpanda, Funding Societies, German National Tourism Board, honestbee, Lufthansa, NBCUniversal, Singapore Kindness Movement, Porsche, YOTEL and more. His work with Artbox Singapore and Funding Societies were recognized with Marketing PR Awards (Silver) 2018 and PRISM Awards 2017 respectively.

Jaya brings more than 10 years of experience in public relations to the agency, with a career that spans the U.S., Indonesia and Singapore. She was previously with Porter Novelli Singapore where she served as the Asia-Pacific lead for many of its key technology clients. Prior to that, she worked at Burson-Marsteller in Indonesia, overseeing both technology and corporate clients. Jaya has extensive experience in managing regional PR programs across multiple markets in Asia-Pacific, and has worked with brands such as HP Inc., Western Digital Corporation, Citrix, Applied Materials, Qualcomm, Huawei and more.

“Serina’s impressive leadership skills and entrepreneurial spirit has not only driven the exponential growth of our Singapore office, but also helped expand our work into other offices across Asia Pacific,” said Jonathan Heit, Allison+Partners’ global president. “Leveraging this talent in her new role to create an additional strategic bridge between our Asia Pacific offices and leadership in the U.S. and Europe was a natural progression and recognition of her significant accomplishments. This will also facilitate the cultivation of new business opportunities and client integration regionally and globally as we continue to scale.”

Since 2014, Tan has driven triple-digit growth in Singapore, which has become an important hub for Allison+Partners in Asia. The office continues to be one of the agency’s fastest-growing offices in the network, serving a portfolio of global consumer and technology brands such as The Software Alliance (BSA), Bosch, Waze, ThoughtWorks, Carousell, Nippon Paint and Citrix. Tan has also been instrumental in diversifying the agency’s services in the region to include more integrated marketing communications work in partnership with senior leadership globally through All Told.  

“I am honored to have the best of both worlds – the opportunity to collaborate more with my colleagues around the world, and to continue to serve our amazing clients and team in Singapore,” Tan said. “I look forward to working closely with our global and regional colleagues to foster closer global connectivity and further expand the Allison+Partners footprint.”

Prior to joining Allison+Partners, Serina spent more than 14 years leading successful communications campaigns, developing global cause-related programs and managing hot-button consumer issues for global clients such as McDonald’s and HP. She has lived in Singapore, Japan and Malaysia, and is fluent in English, Mandarin and Japanese.

Don’t Rush the Process

The communications industry is fast-moving and deadlines are pretty much always ASAP. However, while some tasks can be expedited, more time should be allotted for complex writing projects. If you’re drafting a longer piece of content in 30 – 45 minutes without the opportunity to set it down and revisit, there’s a good chance it won’t be nearly as polished, thoughtful, or well-written as a piece written over several hours. Managers can help by giving writers on their teams enough lead time to tackle complex writing projects and by also weighing the time needed to complete the assignment appropriately and reallocating work as needed.

Set Aside Dedicated and Uninterrupted Writing Time

One thing that makes writing different than other tasks is the level of focus and uninterrupted time required to write. Spending ten minutes here and 15 minutes there in between calls and answering emails will lead to disjointed work that inevitably will take longer to draft. Writers will find they are much more efficient when they’re able to draft without frequent interruptions. Finding your rhythm and focus is important and so try to set aside several hours (depending on the length and type of writing project) so you can pull together a complete first draft or a full section. In our line of work, several hours of uninterrupted time will rarely emerge in your busy day, so the onus is on you to find ways to create that interrupted writing time in your schedule. Whether that means getting into the office earlier or finding a block of time in the evening, it’s important to create the environment you need to produce your best work.

Time of Day Matters

I recently attended the Digital Summit in Washington D.C. where social scientist Daniel Pink delivered a keynote inspired by his recent book “When: The Scientific Secrets of Perfect Timing,” which provides a fascinating look at how time of day impacts cognitive function and ability. The research overwhelmingly shows that the most productive time of day for most people is in the morning. During this time of the day, people are more focused, able to ignore distractions and generally more positive and optimistic. Unfortunately, research shows that productivity begins to decline in early afternoon during what Pink calls the “trough” of your day. During this time, your mood and focus are both at all day lows and as a result, concentration and efficiency will suffer. You begin to recover later in the day and, while you won’t reach the peak of productivity you had in the morning, your mood will improve and you will become slightly more flexible, collaborative and creative. While each individual is different, keeping this in mind as you prioritize your writing projects may help. Most importantly, try to focus on what time of day YOU feel best. There is a small subset of people that are true night owls and can produce some of their best work in the evenings. (Ruth Bader Ginsburg notoriously works past midnight!) It’s up to you to find those magic hours when the writing comes easiest.

The Secret to Great Writing is Rewriting

The more you reread, redraft and refine your writing, the better it will be. Sometimes getting the first draft down on paper is the biggest challenge. Take a mental break and revisit it with fresh eyes, spend more time wordsmithing and streamlining. You may be shocked by how much your writing can improve between the first, second draft and third drafts. Also always try to pass it along to a third party, as even the best writers can benefit from an outside perspective.  

In the agency world, there are times when you won’t have the luxury of uninterrupted time to deliver great writing, but when you do, try to create an environment that will set you up for success.

Riley McBride Smith is an account director in Allison+Partners’ Washington D.C. office.

To uncover more about the marketer/influencer dynamic, Allison+Partners conducted qualitative interviews of both marketers and influencers that operate in the same arenas and asked them complementary questions. The study found there was a large divide between influencers and marketers on many topics, from the length of an ideal engagement to the essential question of return on investment.

While exploring the divide with influencers, there were topics that screamed to the top. These insights are things that influencers wished marketers knew for the sake of mutual success, improvement and continued growth of the industry.

We Can Help Optimize Your Campaign

Optimization is a standard practice for most marketing channels. Not so much in influencer marketing, according the influencers surveyed. Influencers indicated that it is rare for marketers to ask for active campaign data and even more unusual that adjustments are made midstream.

It is easy for influencers to see what type of content is performing best (or not) in both numbers and by understanding the pulse of their audience. They can help marketers understand the channel mix, where to allocate resources or even what message is resonating. This leads to better outcomes.  

Longer Engagements Produce Better Results

One topic that the influencers strongly agreed upon is that longer engagements would produce better results. They believe their followers will see brand partnerships as more authentic and will become more familiar with the brand as they see it more. They also feel that micro-relationships, like one-post campaigns, are ad-like, which can discredit both the brand and influencer.

Content Lives Longer than You Realize

Many influencers provided anecdotes of high-performing content, especially on blogs, that lived long after the influencer marketing campaign ended. Examples of continued performance include content interaction, traffic generated to a website and appearance in search results.

As an opportunity, marketers could engage with the influencer to amplify that content where it lives or extend it through paid support. At the very least, reengaging past successful partners or content should be top of mind.

We Know Our Audience Better than You Can  

Often, marketers are going blindly into relationships with influencers. Influencers said that marketers rarely work with them to understand their audience and what may resonate, everything from tone to type of content. Sure, marketers may have tools to gain audience insights or more in-depth information about influencer, but influencers believe that their innate understanding of their audience, what they like and what they don’t like, is something that can only be truly understood by them.

If given the opportunity to provide deeper audience insights, influencers believe they can add great value to marketers at multiple stages, from planning to optimization.

Be Open to Changes in Your Creative Asks

If you offer no flexibility in your creative brief or campaign, you may not get the results that you want. Since influencers believe they know their audience better than anyone, they also believe that, if given flexibility in creative, they can produce better outcomes.

Many influencers bemoaned stringent creative briefs, especially those that provide canned content and copy with no room for personalization, which leads to a lack of authenticity and ultimately performance.

You Need to Ask Us for Our Opinions

Influencers believe that marketers need to learn to work outside of accustomed transactional relationships. Many insist that marketers see them only as a contractor, not a partner, and therefore rarely ask them for their opinions.

At the same time, influencers are self-admittedly bashful about sharing their unsolicited opinions. While some of this communication gap is surely a two-way issue, marketers need to understand that influencers do have useful insights to share.

Search for Authenticity

One topic that influencers strongly believe in is “authenticity.” They believe that authenticity is one of their greatest attributes and is a strong indicator of success. However, authenticity most often emerges in comments and interactions, places that marketers don’t typically look. They also believe that marketers can spot inauthentic influencers by going deeper and looking for posts with little quality interaction.

We Have Data You Probably Want

Influencers have a mine of untapped data that marketers rarely ask for. Influencers said the most requested data points are page views, reach or engagements and little else beyond. However, influencers aren’t sharing more than is asked, as they are unsure if it would be wanted or useful.

With platform analytics continuing to advance, there is more data available to influencers than ever. In addition to platform-driven data, influencers also can provide anecdotal data including messages they may have received and benchmark context.

Moving Forward as Partners

As the industry continues to invest in influencer marketing, it is time to revisit the marketer and influencer relationship. It is time to look at influencers not only as conduits, but as partners. As marketers, we must take the step forward to bridge the gaps that exist. It is our responsibility to unleash the full potential of influencer marketing. See our infographic for tips we recommend for both marketers and influencers to help bridge the gap.

Brent Diggins is the managing director of measurement + analytics at Allison+Partners, a global marketing and communications firm. 

This article was originally posted on www.ama.org