Much has been written about the ongoing issue of influencer inequity, but what’s actually being done about it?

For the last three years, communications agency M Booth—which has worked with clients like Morton Salt and Johnson & Johnson on influencer marketing campaigns—has been working on a how-to guide to help combat inequity in influencer marketing campaigns beyond just pay.

“There are so many places where bias and inequity creeps in,” Amy Shoenthal, SVP at M Booth, told Marketing Brew. “There’s algorithmic bias to navigate, there’s microaggressions during the feedback loop when you’re working with partners and addressing what they’ve already given you, there’s a lack of access to events and brands and opportunities.”

The Influencer Equity Playbook, as it’s called, aims to address these topics and provide steps to remedy them based on conversations with influencers, marketers, and other agencies. According to Shoenthal, the hope is to “put a stake in the ground” and contribute to the industry dialogue on how to address inequity in influencer marketing.

Read the full story here.—KH

Nice little marketing to-do list you’ve got there. Email, social, video…you’re juggling it all.

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And don’t forget credentials . After you receive that certification, go ahead and add it to your LinkedIn profile.

Let’s get certified.

Allow Max to reintroduce itself.

Marketing teams at HBO Max and discovery+, united under a single corporate entity as of last year, are once again hard at work to market a new streaming service. The new streamer, called Max, will combine HBO and HBO Max hits like Succession and Hacks with Discovery and discovery+ franchises like 90 Day Fiancé and Fixer Upper when it premieres in the US on May 23.

Ahead of the official premiere date, Warner Bros. Discovery Streaming global CMO Pato Spagnoletto is focused on not just reintroducing old audiences to the new name and brand but also encouraging audiences that previously passed over HBO Max to give the company another chance.

“It’s really rare that you get to make a first impression for the second time, and that’s what we get to do,” Spagnoletto told Marketing Brew.

A widespread national marketing campaign for Max kicked off this week on digital, social, radio, and TV, as well as OOH in New York and Los Angeles. That campaign, which will ramp up through the month, is aimed at increasing general awareness, showing off the new color and branding around Max as well as the programming that will be available on the service when it debuts.

Read more about the campaign here.—KS

Iva Kurtz is global client partner at The Marketing Practice, a B2B marketing agency. Throughout her career, she’s worked at companies including MRM and Rakuten Advertising.

How would you describe your job to someone who doesn’t work in marketing? My job is to do all the invisible advertising in B2B. I help create the equivalent of the TV spots, the billboards, and the print ads for the B2B audience. This essentially means that no one but that audience sees it or experiences it because it’s not as mass-reaching as the B2C work.

Favorite project you’ve worked on? When I was a part of helping a B2C Fortune 50 client enter the B2B world. I loved guiding them on the dynamics of B2B—the emotional and functional needs; the fears and aspirations of the B2B audiences; the complexities of B2B sales; the importance of speaking about the B2B audience’s needs and pains; and how my client’s technology helps solve those needs.

I was essentially guiding my clients on the importance of setting up solution messaging, how to present that within the context of the consumer-driven master brand, and seeing my clients grow within the organization along with the impact of this B2B marketing evolution. We had fantastic clients and a fantastic agency team, and the work we developed for the end results was priceless. It was not Mastercard, but the “Priceless” campaign is another brilliant and favorite campaign.

What’s your favorite ad campaign? IBM’s “Smarter Planet” campaign. It is hands down the best B2B ad campaign that demonstrated to the world IBM’s decade-plus transformation and solidified that they were no longer a computer hardware company.

There are a lot of bad marketing tips out there. These aren’t those.

Lights, camera: Check out these tips from YouTube on making content that audiences might want to watch on their TV screens.

Reach for the sky: Read up on the difference between reach and impressions on each social platform and how to track them.

Rank ’em: This infographic covers the basics of Google ranking factors.

Slide in: If you wanna reach creators, you gotta get in their DMs. Aspire lets your brands contact creators at scale through their Instagram DMs, boosting response rates and the opportunities for collaboration.*

^{*This is sponsored advertising content.}

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Advertisers for tax services spent hundreds of millions of dollars last year advertising their services ahead of Tax Day, and one of the biggest spenders is TurboTax. How much did TurboTax spend on advertising in the last year?

1. $50 million
2. $100 million
3. $150 million
4. $200 million

Keep scrolling for the answer.

Catch up on a few Marketing Brew stories you might have missed.

• How Nissan sought out Lofi Girl listeners and built a following of its own
• Our recap of last week’s privacy news
• Why Acrisure is splashing its name on venues from coast to coast