BNR 126: The “By the way, I was paid to say this” Episode

Feb 8, 2017
Brand Newsroom Marketing Podcast

With the invention of “influencer marketing”, product placement has jumped from the silver screen to the smartphone screen. But now, in Australia, the free-for-all is over. New advertising standards mean from next month brands will have to disclose their influencer marketing deals.

James, Nic and Sarah take a close look at marketing and advertising deals and why it’s important to disclose them.

Here are some key take-outs:

“What concerns me here is someone is trying to over-regulate this. This won’t work; this thing lives by its own rules.” — Nic


“There’s a lot of speculation about whether or not influencer marketing works. There are no good metrics around about how it’s measured. In influencer marketing the ability to prove there was any kind of profitable customer action because somebody put up an Instagram post, it gets weaker and weaker.” — Sarah


“If brands choose the right person, they can strike it lucky. They can get a lot more bang for their buck.” — James

Here are the links you might need

On My Desk

Like what you’ve heard?

Last week the team discussed attack marketing:

And recently they spoke about diversity in marketing:

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