Ad Vet Elizabeth Bradley On The Right Marketing Role For Influencers
"From a purpose-branding perspective, influencers become brand advocates bringing the purpose to life through powerful storytelling," says Bradley, who was just named Oberland's first Managing Director.
Oberland, a 20-person full-service ad agency, has brought in social-focused advertising vet Elizabeth Bradley as its first EVP, Managing Director as the company seeks to capitalize on a number of client wins from last year.
Oberland’s clients include The Nature Conservancy, Blue Man Group, and New York Institute of Technology. Founded in May of 2014 by President Drew Train and Executive Creative Director Bill Oberlander, says it combines “the technologies, tools, and cultural perspectives” of brands and their customers to develop its ad strategies.
Bradley recently sold The Balto Group, a “social-enterprise company” she founded in 2008 to guide Fortune 500 companies and non-profits. A
“Elizabeth’s hire marks a huge step forward for our ability to drive impact for our clients and on the issues that matter most,” said Train, praising her “strategic expertise, experience in multicultural marketing, and breadth of knowledge.”
As the role of marketing Influencers has become another issue for advertisers to sort out, Bradley offered her perspective on how to incorporate the idea of customers as quasi-brand ambassadors.
“Influencers are an essential part of the brand marketing mix. The are strongest when they have an authentic and genuine connection to a brand and are able to amplify major media placements by deepening engagements with consumers,” Bradley said. “From a purpose-branding perspective, influencers become brand advocates bringing the purpose to life through powerful storytelling.”