Marketing execs believe deeper relationships, understanding influencers can avoid potential backlash in politics

Marketing execs believe deeper relationships, understanding influencers can avoid potential backlash in politics

Influencer marketing and agency execs believe marketers should zero in on understanding the influencers they work with and their audiences rather than totally bowing out during difficult moments.

Additional coverage:

• A number of brands have reversed course on their diversity, equity and inclusion commitments, leaving multicultural and diverse-owned agencies grappling with the fallout.
• Principal media is being hotly debated across the marketing spectrum as removing the "agent" out of agencies — and yet more agencies are getting into the practice. More in this Digiday+ Media Buying Briefing.
• This year, brands and retailers expect their holiday revenues to rise over last year, and they'll put a bit more focus on new customers rather than existing ones, according to Digiday+ Research's annual holiday survey.
• Soccer star Cristiano Ronaldo has created the largest sports-themed YouTube channel on the web in two months — but he's not done it alone.

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