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Tips for a Successful B2B Influencer Brand Trip
Event Recaps December 15, 2025During a session at a December 3, 2025 ANA Members-Only Conference, Mikaela Maloney, senior manager, content and communications at IDEAL Industries, explained how to make an influencer brand trip successful in B2B marketing, despite having a niche audience and limited budget.
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Are These Brand-Celebrity Pairings a Match Made in Heaven? | On Scope
Podcast Clips December 14, 2025In what might become a regular game on the On Scope podcast, host Mike Berberich and show producer Ryan Dinger discuss which brands should consider partnering with celebrities like Tyler The Creator, Sabrina Carpenter, and Tracy Morgan.
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A Marketer’s Guide to Practical AI Implementation with Caitlin Blewett
On Scope December 11, 2025Genpact CMO Caitlin Blewett shares real world examples of how her team thoughtfully implements AI, how brands can maintain differentiation in AI’s growing “sea of sameness,” and how you can convince leaders caught up in the hype cycle to pump the brakes and be more strategic about AI rollouts.
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How Trust Drives B2B Influencer Marketing Partnerships
Conference Session Videos December 11, 2025In this video, Theresa Caragol, founder of AchieveUnite and author of Partnering for Success, revealed a proven framework for turning strategic alliances into measurable influencer impact. She showed how to identify the right collaborators, cultivate long-term relationships, and harness community influence across platforms from LinkedIn to niche forums.
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Rethinking Influencer Strategies in B2B Marketing
Conference Session Videos December 11, 2025When it comes to B2B marketing, the rules of engagement are changing — and so are the players. In this video, Cameo for Business revealed how brands are rethinking influencer strategy to reach decision-makers in unexpected, highly personalized ways.
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How a B2B Influencer Brand Trip Drove Unprecedented Demand
Conference Session Videos December 11, 2025B2B company IDEAL Electrical had the tall task of creating brand awareness and purchase interest in an unparalleled year of innovation. In this video, learn how the marketing team concepted an influencer brand trip and corresponding content plan to help drive buzz around new product launches.
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How Hellman's Uses B2B Influencer Marketing to Reshape Engagement
Conference Session Videos December 11, 2025In this video, learn how Unilever Food Solutions leverages creators to drive trust, relevance, and conversion across the funnel, blending creativity with measurable impact.
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The Strategic Rise of B2B Influencer Marketing
Conference Session Videos December 11, 2025In this video, learn about the rise of B2B influencer marketing and how organizations are leveraging a range of voices — from industry experts and employee advocates to micro-influencers and even business-relevant celebrities — to build credibility, expand reach, and drive meaningful engagement.
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How B2B Marketers Are Starting to Humanize Their Messaging
B2B December 10, 2025As traditional B2B advertising channels continue to wane, savvy B2B marketers are turning to videos featuring influencers to drive engagement and build brand trust. Most B2B marketers (81 percent) have dedicated influencer-marketing budgets, says a new survey, while another 9 percent plan to follow suit this year.
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NBCUniversal Renews Creator Program for 2026 Winter Olympics
Marketing News December 5, 2025NBCUniversal on Tuesday announced that it was bringing back its creator collective — which launched during the 2024 Paris Games — for the upcoming Winter Olympics in Milan and Cortina, Italy. Partnering with Meta, TikTok, and YouTube, the "Milan Cortina Creator Collective" will feature more than 25 creators providing their unique coverage of the event.
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The Edelman Longevity Lab Launches 'The Power of 55'
Marketing News November 21, 2025The marketing industry's approach to the 50-plus crowd is old and in the way, and Edelman wants to do something about it. Edelman's Longevity Lab on Wednesday launched The Power of 55, a list of creators over the age of 55 who will be tasked with developing the most effective ways for brands to engage with the cohort.
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Connecting Women Creators: TikTok and Innovate Marketing Group’s Women Who Will Series
Event Recaps November 18, 2025TikTok and Innovate Marketing Group’s “Women Who Will” multi-city series reimagined Women’s History Month by uniting local women creators through intimate IRL experiences, driving deep community connection, organic content, and record-breaking campaign engagement.
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Why Earned Media Is the New Growth Engine for Challenger Brands
Leading Edge November 17, 2025With rising ad costs and declining ROI, more brands are shifting efforts toward earned media channels such as influencers, reviews, and affiliate partnerships. Supported by data from recent influencer marketing reports, this article explores how brands can harness these channels to drive growth, build trust, and sustain long-term engagement.
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How Albertsons Built Social Presence for Its Private Label Brands
Event Recaps November 16, 2025Albertsons partnered with Linqia to transform its private label brands into social-first identities, leveraging creators, community management, and celebrity partnerships to build engagement and emotional connections.
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Is Heinz Verified Becoming the New Michelin Star (With Help from Local Creators)?
Event Recaps November 15, 2025During a session at a November 11 meeting of the ANA’s Commerce Marketing and Media Committee, audience members learned how Heinz partners with local food influencers to assist independent restaurants and reinforce its association with quality.
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FTC Recommendations on Influencer Disclosures
Event Soundbites November 15, 2025The FTC recommends that marketers err on the side of disclosure if an influencer connection isn’t clear to consumers.
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Avoiding Legal Issues with Influencers through Clear Brand Guidelines
Event Soundbites November 15, 2025Due diligence and clear communication of brand guidelines should be prerequisites for contracts with influencers.
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Leveraging Creators in the Travel Industry: Expedia’s Story
Event Recaps November 13, 2025During a session at a November 11, 2025 meeting of ANA’s Influencer Marketing Committee, attendees learned how Expedia undertook to make itself a destination for creators’ travel-inspired content from Georgia Goodwin, chief client officer at Digital Voices, Expedia’s agency partner in the effort.
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How Unilever and Walgreens Made Multicultural Boomers Feel Seen
Multicultural and Inclusive Marketing Awards November 13, 2025UNTOLD BEAUTY Year Three set out to make multicultural Boomers feel seen in Walgreens’ beauty aisles, driving emotional connection, brand affinity, and incremental sales through intergenerational storytelling and omnichannel activation.
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Diving into the Details of Inclusive Marketing at P&G
Conference Session Videos November 10, 2025In this video, speakers from P&G and agency the community explored how effective inclusive marketing goes beyond representation and focuses on precision, nuance, and business growth.
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