Jen Stein, APEX PR’s Executive Vice-President, sits down with Megan Poole, Senior Consultant, and Jacob Robinson, Consultant, to take a closer look into the value of integrated marketing, where influencer marketing can go and what it means to be innovative, scrappy and inspire action.
Reimagining Influencer Marketing
“The prediction is that longform content is making a comeback – which is super exciting. But also, like, get your phones out and start creating content. People love that. It’s less produced. But not every client is ready for that,” says Jen.
Consumers are at the heart of everything we do. They are smart people who see through the run-of-the-mill “get ready with me” and traditional unboxing. Going beyond what’s been done previously, proactively pairing unique insights with the willingness to get ahead of trends...that’s what ultimately positions brands for success.
When we think of buy-in, it is gained by showcasing examples of successful case studies, by being different, by emphasizing how unconventional approaches drive stronger engagement and delight. In this spirit, we can also look to more niche voices with our influencer selection – especially the micro and nano influencers who are willing to embark on the journey with us. While unfortunately often forgotten, they bring fresh perspectives, unique opportunities and zest that’s hard to find elsewhere. Teams should be constantly scouting new talent and sharing their discoveries. And we’ve got to celebrate wins when we get them!
Power of Integration
Technology is booming all around us in 2025. Incredibly powerful tools, including AI tools, are at our fingertips. Yet many organisations are not capitalizing on them.
We – as endlessly curious humans – are inundated with social media, influencer marketing and doom scrolling. As PR professionals, it is more important than ever to be thinking beyond the box.
But what does this mean, and how do we role model it?
One way is through APEX’s integrated approach, which completely bypasses the traditional lengthy agency process. We meld strategy, creative direction and copywriting; we are practitioner-led and agile, and this agility helps us stay ahead of the game, to make the magic happen in unique and impactful ways.
“We hold our work and partnerships to a high standard, demanding originality and thinking outside of the box over formulaic brand endorsements,” says Jen.
Our vision for 2025? Challenging brands and content creators to move beyond predictable, branded content, to embrace and shepherd more creative, entertaining and authentic content that audiences crave greatly.
Beyond the Brief
APEX is rethinking how we brief influencers, by pushing the envelope and tweaking the process to enable creative freedom. We lead clear guidelines on how to understand the brand, with relevant examples and mood boards referencing tone and aesthetic. Our action-inspired approach encourages creators to be less rigid, freeing them up to become more focused on story-telling. We don’t need rigid branding with heavily scripted content. What people are thirsting for are more authentic, dynamic stories that resonate. Ones which connect brands to their target audiences – to earn their attention, interest and ultimate satisfaction.
Partnering with the right influencers is key to winning minds and hearts. We’ll continue to rise to this challenge, and re-shape it in ways yet to be seen.
Interested in learning more? Reach out to Jen Stein at JStein@apexpr.com.
Part II – coming soon!
About Jen Stein
Jen Stein is Executive Vice President at APEX Public Relations, integrated marketing maven and hustler at heart. As a highly sought-after senior leader and practitioner, Jen takes ideas, projects and campaigns from good to great, drawing from her extensive experience across several verticals – from tech and retail to digital and corporate. The word “no” is not in her vocabulary.
Jen will speak at this year’s AI in Communications Conference, sponsored by McMaster University. Subject matter will focus on The AI Edge: Transforming How We Communicate Panel Discussion, AI Trends Shaping the Future of Communications. Register for the event, taking place on April 7 & 8 in Toronto and online: https://summersdirect.com/conferences/ai-in-communications-conference/#agenda
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