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PRCA Independent Consultant Group event: Influencer Marketing & Communications


12 Sep 2018







Please join PRCA for this Independent Consultant Group event taking place on the evening of the 12th September. Please arrive at 18:00 for a 18:30 start.

Event Type: Member Event

Address: Weber Shandwick, 2, Waterhouse Square, 140 Holborn, London, EC1N 2AE

Event Overview

Influencer marketing is on the rise globally and for good reasons. Between the launch of the GDPR bringing about massive changes to data regulation and nearly 90% of consumers trusting online peer reviews more than traditional advertising, marketers are looking at external influencers for a direct line to customers.

Need more reasons? In the U.K., 71% of consumers are more likely to make a purchase based on a social media reference and, on average, businesses generate £6.00 for every £1.00 spent on influencer marketing. However, look around and you’ll find vast instances of influencer marketing campaigns gone wrong.

How can we, as marketing and communications professionals, create authentic and trustworthy relationships by leveraging influencer marketing? As part of the global #POWERofETHICS month, we’ll also examine what are common best practice considerations for influencers and those they work with to maintain reputation long term?

To unravel the complexity of these topics, Alice Weightman CMPRCA, CEO of The Work Crowd & Chairman of the PRCA Independent Consultant’s Group, will lead a masterclass with an expert panel on the 12th of September to discuss the following:

  • Blending your strategy: Micro versus macro influencers
  • Developing strong relations with influencers and transferring them into authentic relationships with consumers
  • Setting the right KPIs and effectively tracking ROI
  • The psychology behind why we trust influencers
  • Wielding that trust in a responsible way for long-term success

Speakers include:

  • Sam Brown: Independent Creative Director with over 15 years experience in fashion, beauty, entertainment. and big brands. Brown has led a diverse portfolio of influencer campaigns from recruiting music stars to take part in anti-knife crime campaigns for the Home Office through to recruiting A-list celebrities for beauty brands, and Prince William for Centrepoint charity. 


  • Andy Turner: After co-founding, running, and growing a successful B2B PR agency, for the last 20 years Andy has worked independently as a freelance PR consultant to senior management. He will unpick the excitement surrounding influencer marketing, offering some thoughts to help you make informed judgements about if you should recommend it, why, and when.


  • Jamie Barrett: As Weber Shandwick’s Account Director of Influence, Jamie is the agency’s senior counsel on all things influencer marketing. Prior to Shandwick, her career in communications has taken her from the agency that pioneered the industry in New Zealand to running her own digital platforms so she is able to offer an interesting insight into the world of influencers from both sides of the relationship.

This event is worth 15 points in the PRCA CPD programme.