Influencer Marketing Committee (ANA & Gold Marketing Service Provider Members)

Overview & Description  
Influencer Marketing leverages individuals or groups to advocate for a brand, promote a product/service/cause, or drive a message to a larger audience. Rather than marketing directly to consumers, influencer marketing employs influencers to get the word out on a brand’s behalf.  Influencers can range from celebrities and experts to viral content creators, loyal brand advocates, and employees.  Influencers often have large social followings and therefore great reach or are trusted voices like bloggers or podcasters that consumers regularly turn to for advice and are known for their authenticity.  The most effective influencers possess both qualities of reach and authenticity. 

Committee Purpose
According to an April 2017 ANA study with PQ Media, total brand spending on influencer marketing was $81 billion in 2016 and is projected to reach $101 billion by 2020. Today’s consumers, particularly millennials, make decisions based on what friends, role models, and trusted sources recommend.  

The Influencer Marketing Committee provides a forum for ANA members to share case studies, new tools and technologies, address trending topics/regulations/challenges, and to network with the goal of elevating each member’s expertise and therefore their organization’s performance.

Committee Locations
ANA’s Influencer Marketing Committee meets quarterly in Dallas.  Starting in Spring 2019, ANA will expand its quarterly Influencer Marketing Committee meetings to the Midwest in primarily the Chicago market as well.  All meetings are free for ANA client-side and MSP Gold members to attend in-person or via webinar.  To join the Dallas or Midwest Committee, please contact Alexandria Henderson.

Opportunities For Involvement
If you would like to submit a brand case study for Committee presentation consideration, please contact Leah Marshall.    

Dallas Committee Co-Chairs
Amy Callahan, Chief Client Officer & Founder, Collective Bias, an Inmar Company
Karen Koslow, Managing Partner, Wellness Amplified

Join A Committee

Participation in Brand Activation related Committees is a benefit of ANA membership and Gold Marketing Service Provider Membership. There are no costs to join or attend meetings.

Stay informed with ANA Brand Activation SmartBrief.  Check out summaries of what matters to you, written by expert editors in the key content pillars of brand activation: influencer, commerce, relationship, content, promotion, and experiential marketing. Sign up now!