Former Group M CEO Rob Norman and Tailify discuss the future of influencer marketing

This week Tailify’s co-founder, Fredrik Martini, sat down with
one of the most interesting people in marketing, Rob Norman. Rob
is the former Global Chief Digital Officer and CEO of Group M and
is an irrefutable icon of the media industry. We discussed
everything from the creative process, to data and influencer
marketing. This thought-provoking and insightful podcast offers a
window into his fascinating career and how he predicts the future
of influence will evolve. 


You can listen to the full episode here, but we’ve summarised
some of our favourite parts from Rob’s interview below. 


Q: Looking back at your career, do you see any patterns
when it comes to what gives you energy?


A: I’ve come to believe that if you go to work interested, then
your day is likely to be interesting. So I have tried all of the
time to be interested in what I do, the people I do it with, the
people I work for and the context of what I do.


I always try to extract something interesting from everything I
do. 


Q: I don’t think I’ve asked you this before, but what
does influence mean to you?


A: I had a feeling you would ask me this, I suppose influence in
the commercial sense is the leverage of some combination of
celebrity, authority, relevance, and relatability. So celebrity
is someone who is well known, authority is someone whose opinion
you would trust or value, relevance is that opinion is in the
category of the brand and relatability means that I can feel some
kind of personal connection. For me, those are the four pieces
you must activate to leverage influence. 


To hear Rob discuss what’s missing for influencer marketing to
get full buy-in from the media industry, and much more - listen
to the full podcast on Influence Lab, or search ‘Influence Lab by
Tailify’ on iTunes or Spotify. 


About Tailify


As an agency, our mission is to advance the science of influence.
To that end, we launched a learning platform called The Influence
Lab where we’re hosting accessible educational videos from our
own research and expert contribution. The podcast area of this
lab invites experts to delve deep into their perspective of
influence and how it is shaping today’s world. 


Hosted on Acast. See acast.com/privacy for more information.