A Brand’s Guide to Working with Athletes

Insights from Erin Ally, VP, Social Media + Influencer Marketing 

TL;DR: Athletes are no longer viewed as just players, but as dynamic personalities who can influence a wide range of audiences. Brands that choose to collaborate with athletes can benefit from their wide-ranging appeal, personal brand ethos and resonance in the mainstream media; however, when deciding to engage athletes for partnerships, brands should consider their goals, the format of the collaboration and how athletes fit into their customer journey and larger talent relations programs.  

Sports have long been a staple in the lives of many, so why does it feel like they’re suddenly infiltrating every aspect of culture?  

Today, sports are more accessible than ever thanks to changing consumption habits. Whereas you may have been forced to miss a game 20 years ago, social media and mobile streaming allow fans to stay plugged in 24/7. The increased volume and accessibility of sports content has made an already strong fandom even more engaged with every play, trade and (yes, we’ll say it) scandal happening in the sports space.  

Social media has not only bolstered sports franchises but has also allowed players to build their individual brands and create their own impact in many ways, making them ideal brand spokespeople to reach today’s multi-faceted consumer.  

Where brands come into play 

With such passionate fanbases, brands have a clear opportunity to align their products with athletes’ established platforms. There are many reasons a brand might decide an athlete is the right fit for them, but particularly:  

• Athletes transcend the boundaries between classes, generating mass appeal from consumers across income levels  

• Athletes are highly regarded as having the necessary dedication, passion and work ethic that goes into being a professional athlete, which brings forth a professional and “serious” ethos to their personal brands and strengthens credibility 

• Unlike traditional influencers, athletes have strong resonance in the mainstream media that allows brands to tell 360-brand stories and integrate their partnerships through various touchpoints  

How to start an athlete partnership 

It’s critical to clearly define the goals for working with an athlete, which can range from top-of-funnel awareness and brand lift to sales (particularly through collaborations and limited-edition products). Ensure that the selected athlete has a proven track record for your desired results.  

Once your program objectives are set, consider the various ways to tap an athlete partner:  

• Brand ambassadorships: Tapping athletes to become a long-term partner gives them a seat at the table and allows them to become “the face” of your campaign or brand for a time. Ambassadorships or spokesperson roles are typically holistic, using the athlete’s name and likeness across marketing collateral, in the press and digital platforms. An example of this in action is Simone Biles’ ambassadorship with Athleta, where she creates content, has a dedicated landing page on their website and has been featured in press interviews in conjunction with her partnership.  

• Appearances, events and paparazzi: If you’re looking for a buzzworthy spark at an event or activation, contracts can include the athlete’s presence at a launch party or activation. Photos from these parties can be pitched to entertainment press to gain mainstream attention and spark social media conversation around who attended an event.  

• Social media content: Athletes’ social media pages allow their fans authentic access, making their pages a great place for brands to gain exposure with new audiences. Across social media posts, it’s important to collaborate with an athlete to make sure the content is in their true voice and tells a story that both the athlete and the brand are proud of. This example from Brianna Green for KWT Global client Motive Health includes her explosive personality while demonstrating the value of the product in her day-to-day life.  

• Earned media: Partnering with athletes can provide a brand with diverse storytelling opportunities that allow them to venture into new media verticals. It’s important to note that the athlete and the brand should align on key message points and ensure there’s a timely or relevant hook to the partnership that would captivate a reader’s attention. Newsjacking is a particularly strong tactic for athlete partnerships as brands can be inserted into a relevant moment; one such example is KWT Global client Lovesac using Justin Pugh’s famous “straight off the couch” re-introduction to the New York Giants to tell a larger brand story about his Lovesac couch. 

Beyond working with individual players, there are other ways to activate within the sports space, such as:  

• Activations and events: At major sporting events, there’s an opportunity to integrate brands as sponsors or with activations within a larger event. Take for example the Tiffany & Co. presence at the U.S. Open, which successfully created buzz around the luxury brand showing up during a relevant cultural moment.  

• Partners of players: With athletes becoming so accessible, there’s an increased interest in who they are off the field. By tapping into the families and partners of players, you can reach adjacent audiences — often with a lower price point associated. For example, NFL player Kyle Juszczyk’s wife Kristin has seen an increase in brand sponsorships after her content began going viral. Kristin’s been adding value for brands like Gatorade and Allstate and has even landed a brand deal with the NFL itself.  

• Team parties: Individual franchises and players often host intimate parties for their friends and families. Building on “partners of players” as a way in, KWT Global recently supported Kylie Kelce’s Ea-Gals party by providing product for their holiday gifting suite, which resulted in media coverage and viral TikTok content featuring Lovesac.    

• Regional charities and initiatives: Brands can also get involved by aligning with a player or franchise’s philanthropic efforts. Whether by financially sponsoring a charity event, providing product or raising awareness for the initiative, this provides an opportunity to showcase brand values and be a true partner.  

Weighing the benefits of working with athletes to elevate a brand, it’s crucial to remember that there’s no one-size-fits-all approach to talent relations — athletes and otherwise.  

Brands need to remember these crucial considerations when assessing athletes for their talent relations programs: 

1. Consider content creation needs to bring a partnership to life. Athletes may be active on social media, but they aren’t cinematographers. Determine how the athlete can tell your story and which mediums will work best before then working closely with the team to execute the vision. 

2. Be realistic about the timelines you need to achieve. In-season schedules are rigorous, so set up strong timelines that are realistic to when content can be filmed, interviews can be scheduled and meetings can be set up.  

3. Stay on the pulse of what’s happening. Athletes are not immune to scandals and controversies. Social listening, news monitoring and ongoing reputation management can help ensure that the athlete partner is aligned with your brand values.  

4. Ask “who else?” One singular talent partner cannot address every aspect of the customer journey. If you’re working with an athlete from an awareness standpoint, identify which other types of talent can reach your customers during other parts of their journey.  

Teamwork makes the dream work 

As we navigate this new era of partnership, one thing remains clear: athletes have become massively influential figures both on and off the court. Brands have recognized the power of aligning with athletes but must remember that it's essential to approach with careful consideration. 

Ultimately, successful partnerships between brands and athletes require teamwork and alignment of values and objectives. By understanding the unique strengths and opportunities that an athlete brings to the table, brands can elevate their storytelling and create meaningful connections with consumers.  

To learn more about how our influencer and VIP/celebrity experts help connect brands with the right partners, check out our services here. 

How Brands Can Be Prepared for the Ever-Changing New York Fashion Week Landscape

Insights from Bailey Hospodor, Director

TL;DR: This New York Fashion Week, the CFDA picked up its home at Spring Studios and moved west to the Starrett-Lehigh building on the West Side Highway. Fashion show-goers have mixed feelings on the move and whether this show format is sustainable for large crowds and high-profile attendees. Publicists and production teams need to be nimble and flexible with the new venue format and learn how to navigate New York City, manage challenging requests from clients and the feedback from show-goers.

In the whirlwind of New York Fashion Week (NYFW), the only constant seems to be change.  

This year, the Council of Fashion Designers of America (CFDA) orchestrated a significant shift, relocating from the familiar confines of Spring Studios to the expansive Starrett-Lehigh building on the West Side Highway.  

What does this mean for brands? By exploring the challenges and opportunities that define the ever-evolving realm of NYFW, we’ve uncovered strategies and insights essential for brands aiming to thrive amidst the flux of the fashion world. 

But first, let's journey back in time, tracing the evolution of NYFW and the pivotal role played by its iconic hubs in shaping the industry. 

A look back 

Before we understand where we are now, we first need to look back at where NYFW has been throughout the years.  

In 1962, the CFDA was founded by Eleanor Lambert to curate formal show guidelines and schedules for designers. Before 1962, there was constant chaos with shows happening at the same time and in different parts of the city, creating major logistical challenges for guests and production teams.   

Fast forward to 1991 with the birth of the first NYFW “hub” in Bryant Park, an elevated and centralized location that could host numerous shows and events within the tents. Since then, the CFDA has moved hubs multiple times to cater to the growing NYFW schedule and show sizes. The hubs became an iconic piece of NYC’s fashion history — from Bryant Park white tents to Lincoln Center. 

Recently, brands decided to move their shows into Brooklyn, from bars and restaurants to outdoor gardens and rooftops across the city. With the newest relocation from Spring Studios to the Starrett-Lehigh building in 2024 (and with brands continuously going off-site), madness and chaos have returned to fashion week.    

Pros and cons of the hub 

When the CFDA moved into Spring Studios in 2017, the immediate feedback was promising, with large panoramic windows, a beautiful rooftop, a coffee shop, a lounge area and multiple galleries that could hold shows of all sizes.  

Fast forward a few years, and the hub started to fall out of favor. With the persistent challenges that the CFDA and partnered organizations face to identify a suitable hub, we ponder whether this format is sustainable and what the future holds for NYFW.  

Let’s weigh the pros and cons of the NYFW hub:    

Pros: 

• Oftentimes, the CFDA and its partnered organization, IMG, provide designers with incentives to show in the space that’s otherwise too expensive for brands to source on their own.

  Those incentives include: 

• Financial support or discounted rates 

• Production support including sound, lighting, seating and decor needs 

• PR amplification 

• Connecting brands with sponsors including hair & makeup, nails, F&B, etc.  

• There’s a familiar environment and guests know what to expect upon arrival. 

• There’s a lounge area for attendees to relax and refresh in between shows. 

• Back-to-back shows within the hub allow for attendees to remain in one location instead of traveling across the city. 

• The hubs are raw spaces that allow for brands to transform the room into something unique and creative.  

Cons: 

• With the growing guest list and more back-to-back shows, the front-of-house (check-in) area is not large enough, forcing guests to wait in long, unorganized lines with many pushed to stand outside. 

• As with any New York building, getting to specific floors is also a challenge, with jam-packed, slow elevators that create tension and stress for guests. 

• The newest hub, Starrett-Lehigh, is located along the West Side Highway with a long walk to the metro and significant traffic jams. 

• The galleries within the venues are large and don’t allow for more intimate shows that some brands and designers prefer. 

• The level of production and supplies needed to create a new and unique buildout within hubs increases budgets, when designers can instead find a space that already has the design elements they are looking for. 

How to identify the right venue  

When selecting a venue for a fashion show, four key factors must be considered: 

Location: 

• Guests shouldn’t have to travel extensively to the venue. If the show is off-site, then providing transportation or a suggested travel route will help increase attendance. 

• Many brands work alongside the team at the CFDA to understand where other brands are showing, aiming to cause minimal conflicts for others on the schedule. 

• If a show is outside of Manhattan, expect to hold the show to wait for key attendees to arrive. 

Venue size and capacity: 

• If a brand is looking to seat 500 guests, the venue should be able to properly accommodate without being too crowded. 

• Over the years, smaller-scale shows have popped up with a more curated invite list, and brands do not need the square footage that the hubs offer. This season, we saw Joseph Altuzarra, who celebrated his 15th anniversary, show in his studio with only 70 attendees. 

• Within the venue, there should be sufficient seating and a clear, unobstructed view of the runway.   

Front of house (FOH) and back of house (BOH): 

• NYFW is already chaotic; the front of house and back of house shouldn’t create any more stress.  

• They should be large enough for guests to check in quickly and get to their seats with ease. 

• If there are elevators or intricate routes to get into the main space, station staff to help guide guests or provide clear signage. 

Aesthetic: 

• The venue should enhance the collection and lean into the inspiration. If the collection is dark and moody but shown in a venue that is bright and white, it creates a disconnect. Finding a venue that can lend itself to the collection is greatly important for the full effect. 

Where to go from here 

NYFW hubs aren’t going away anytime soon — one season a brand may decide to show in the hub, and the next they may show off-site. In this rapidly changing landscape, trust in the support of KWT Global to guide you and bring your vision to life. 

To learn more about how our NYFW and PR experts help execute and support shows and events, check out our Consumer PR services here.  

Breaking Down the Top Crisis Blind Spots in 2024

Insights from KWT Global’s Special Situations Group 

TL;DR: 2024 has just begun, and we’ve already seen several companies in crisis. While the year is still young, and crises by their nature are notoriously difficult to predict, there are underlying factors at the root cause of many crises that companies are likely to face in the year ahead.   

While we’re just a month and change into the new year, unforeseen challenges have already battered the reputations of numerous companies. Within the intricate tapestry of corporate landscapes, crises loom ominously. While their arrival is as unpredictable as they are disruptive, there are often steps that could have been taken to prevent the ensuing fallout — or even the situation from occurring in the first place. 

Navigating the treacherous waters of crisis management in 2024 demands a keen awareness of the blind spots that can sink even the strongest organizations. Through proactive measures and strategic communications, organizations can emerge stronger and more resilient than ever. 

Let’s explore some top blind spots to watch out for in 2024: 

1. Choosing policy over people: Companies implement policies for a myriad of good reasons — defining expectations, ensuring accountability, legal compliance and protecting the health and safety of employees. However, when strict adherence to policy results in a company losing sight of its larger purpose and ethos, the brand can risk permanently impeding their license to operate. Kyte Baby’s recent crisis is a perfect example; while the policies may have been clear, so too were the real-life human implications of blind adherence.  

2. Quality control breakdown: The last step in the manufacturing process can often be the most overlooked. Quality control checks help to ensure products are built to the specifications and standards that a company sets, often for safe use and operation. Miraculously, Boeing’s apparent failures in the Alaska Airlines case didn’t result in a loss of life, but Boeing has lost the trust of customers and the public worldwide.  

3. Governance without controls: What good are corporate policies if you don’t have the infrastructure — or culture — in place to properly enforce them? Take the case of Carta — an employee misused private customer data from one side of their business to secure a sale for another side of their business. It apparently wasn’t an isolated incident, and the Carta CEO’s public comments didn’t improve the situation. Reputational damage was swift.   

4. Cancel culture: The term ‘cancel culture’ — and its intended affect — draws visceral reactions from across the political spectrum. It’s important to remember that the actual mechanism of cancelation is to publicly undermine the reputation of people and organizations. Whether you agree with its use, it’s critical to understand where your organization may be vulnerable and the steps you can take to mitigate risk.  

These crises are all a result of exploiting unidentified or underappreciated blind spots. And while many didn’t begin as communications problems, failure to properly anticipate and address them means communications needs to part of the solution — one of many reasons why all organizations should have communications professionals involved in C-suite operations.   

Determining your risks 

While the above are examples of full-blown crises, they started as vulnerabilities. Left unaddressed, vulnerabilities open organizations up to lasting reputational harm.   

The first step in crisis management is prevention, and that starts by determining where your company is susceptible to reputational harm. We consider all aspects of a company’s operations — from data security and regulatory compliance to supply chain and safety protocols — that may be prone to failures and multifaceted threats. 

“We think of potential reputation-damaging situations as living on a continuum,” said Dan Brady, executive vice president, corporate at KWT Global. “Starting with an isolated event that’s relatively contained, to an issue that can be seen as a systemic problem and ultimately an acute crisis that can quickly derail your operations and impart lasting damage to the organization.” 

Once vulnerability has been identified, the next step is to plot the scenario along a threat spectrum that accounts for the likelihood of it occurring and the severity of its reputational impact if it did occur. By assessing the severity and reputational impact of a scenario, we can effectively consider the necessary actions and communications to be developed. 

Putting plans and processes in place 

As the saying goes, “you’re overprepared until something happens.” Inevitably, things will arise; what matters is the actions you take when they do. 

“One way to ensure your organization is prepared is to create an overarching crisis response playbook which categorizes potential organizational vulnerabilities with corresponding messaging and communications sequencing,” said Brady. “When the time comes, you’ll be ready to take action in a strategic way with the confidence that decisions aren’t hastily made.”   

In the event one of the situations does happen, there will be a set of communications sequences and protocols which can be activated. A critical component of this is ensuring all members of the crisis response team know their roles, which is why we recommend regular review and testing of the crisis response plans.  

Setting up for success 

The modern business landscape is more complex than ever before, and strategic communication is not just advisable, but essential for long-term success. You cannot overstate the vital role that crisis communications plays in preserving an organization's reputation and relationships with stakeholders. It can’t be an afterthought; it’s an integral part of business operations.  

To learn more about how our Special Situations Group helps brands manage their reputations, check out our services here.   

Can Generative AI Help Employee Advocacy?

Insights from Jess Spar, Senior Vice President, Head of Social Media and Influencer Marketing 

TL;DR: The rise of generative AI in 2023 introduced numerous innovations, yet one overlooked area is its potential for employee advocacy. Despite challenges such as compliance and low motivation, AI solutions for content generation and personalized incentivization prove valuable. Overcoming hurdles in resourcing and measurement, generative AI can be a cost-effective ally in the success of social employee advocacy programs. 

2023 was a remarkable period of growth for generative AI, as the tech made significant strides and became more widely available for commercial use. Brands entered the race to explore new tools to create a competitive edge, making headline after headline from AI-based fashion games to personal shoppers.  

However, one area of opportunity that has flown under the radar is AI for employee advocacy. While perhaps not the “sexiest” form of marketing, employee advocacy can be crucial to the success of a company — not only from a recruitment standpoint, but also for awareness, brand sentiment and even conversion. Content shared by employees not only drives seven times higher engagement than a brand’s own channel — it drives eight times higher conversion as well. 

"The evolution of employee advocacy hinges on the strategic alliance between human initiative and AI innovation," said Jess Spar, senior vice president of social media and influencer marketing. "By embracing scalable content generation, companies can revolutionize their social advocacy programs, increasing both brand influence and employee satisfaction." 

So why don’t more companies leverage employee social advocacy programs? Despite some impressive stats, around one-third of companies still do not have a social media employee advocacy program. Some of the top challenges to implementing a social media advocacy program may include: 

Compliance 

Challenge: Many companies, particularly in regulatory industries, have strict limitations regarding tagging employees on social media and what they can post. 

Solution: Work closely with your legal, HR and social teams to determine what regulations are needed, and where there may be some flexibility to update social media policies. A clear guide to “Do’s and Don’ts” and approval processes can also be helpful, as well as interactive training sessions for employees and a governance council at the helm of AI safety. 

Of note, as AI offerings increasingly come under consideration, it’s important to have clear policies around leveraging AI. Companies will want to consider tools that protect sensitive or proprietary information, as opposed to leveraging open AI solutions. 

Low Employee Motivation and Program Adoption 

Challenge: Employees may not participate without proper incentivization, leading to low adoption and high attrition rates. Additionally, employees may find it adds too much work to their plates if they’re having to source and write their own material. 

Solution: Leverage an employee incentivization program — incentives such as financial rewards, leadership opportunities and internal awards may boost participation. AI platforms such as CoreCentive can take this one step further by personalizing the incentivization experience for each individual employee.  

Additionally, leveraging AI to help generate content at scale can be a huge win for encouraging employees to join the program. 72% of engaged employees said they would post company content if it was pre-written for them, indicating that this is one of the biggest pieces to solve for. 

KWT Global leverages Stagwell Marketing Cloud, the technology arm of its parent company Stagwell, to offer bespoke generative AI solutions tailored to specific needs. This can include taking a piece of source content and generating iterative content at scale (think 30+ pieces of content) based on defined personas, an employee’s submitted sample content or their LinkedIn presence.  

This reduces the load on the employee, making it easier for them to participate enthusiastically. It also allows for content to be differentiated across participating employees, reducing content redundancies in feed and making the content still feel authentic to each employee. While the process should still involve a process for human quality assurance (particularly from a compliance standpoint), there are significant efficiencies the AI solution affords. 

Resourcing, Technology, and Budget Restrictions 

Challenge: Many companies may not have the resources to manage an employee advocacy program and help produce content at scale. While social tools such as EveryoneSocial can help streamline, they can come at a prohibitive price-tag, and compliance audits may lead to delays in adoption.  

Solution: Working with an agency can help drive cost efficiencies and address compliance concerns. It will also reduce the time internal employees need to spend on the program, and you can stand to benefit from their vendor relationships. If a tool is contracted through the agency, companies can leverage the vetting process of a trusted partner to navigate bureaucracy as well as potential resourcing or tools management challenges internally. 

AI can also potentially help with the project management aspect for employee advocacy execution, with tools such as Taskade automating many of the tasks involved, even including reporting. Many AI tools, such as Stagwell Marketing Cloud’s bespoke solutions, will also sync with a company’s existing social media management tools such as Khoros or Meltwater. Stagwell Marketing Cloud also offers a proprietary AI tool, Trendsetter, which helps identify content ideas around trending topics. 

Measurement 

Challenge: Proving the success of employee advocacy programs can be challenging. Brand sentiment, for example, may not necessarily correspond to a single datapoint. 

Solution: Measuring success will rely on the program’s main objectives — whether it’s increasing brand awareness, sentiment, conversion or even internal metrics such as employee satisfaction or increased recruitments.  

Defining key objectives and setting a benchmark prior to program implementation will be important for determining program success over time. Ensuring that the program ties back to key business objectives (and the goals of internal stakeholders) will help ensure leadership buy-in. 

Making it happen 

While generative AI won’t solve every piece of the social employee advocacy program, it can certainly provide cost-effective solutions at scale that will help streamline efforts and make a strong case for implementation. Paired with a dedicated team to lead the process from both the technology side and the execution side, as well as internal stakeholders to champion the program, you may just have a recipe for success. 

KWT Global offers social employee advocacy program strategic advisory and AI-powered solutions for employee content development at scale in partnership with the Stagwell Marketing Cloud. Reach out to learn how we can support your business objectives.  

AI Dominated Davos and CES. What Does it Mean for Communicators?

Insights from Jeremy Page, Executive Vice President, Global Director of Creative 

TL;DR: After shaping Davos and CES this year, it’s safe to say that AI is more than another fad. At KWT Global, we’ve discovered several core strategies that can successfully usher AI into the workplace, from starting with understanding where AI can improve work processes and enhance client service, to having clear policies and guidelines around AI usage and beginning to test and identify specific tools for workflows. 

As hot a topic as AI was in 2023, its prominence on the agendas of both Davos and CES made it clear that the trend will continue this year. This is unsurprising given AI’s seemingly endless use cases and implications — topped off with the trepidation that comes with change. 

Much of the chatter at Davos was around regulation and safe, ethical and fair use of AI. The main takeaway was the need for global cooperation in regulation, reminding us that AI has enormous potential for good but is equally capable of harm; therefore, regulation and training are crucial. 

AI taking over a tech-centric conference like CES was a given, but this year's announcements exemplified how quickly AI has entered the mainstream. To name a few standouts, Mastercard debuted a tool that provides personalized help with starting a small business (everything from applying for grants to naming the business), L’Oréal showcased its AI-powered Beauty Genius that recommends products for particular needs and BMW and Amazon announced that BMW owners can now ask an Alexa-powered chatbot anything about their car (goodbye to the manual you can never find answers in).   

Looking at the communications industry, generative AI, in particular, has true staying power if used purposefully to solve real problems. Although the speed at which generative AI is evolving is exceeding expectations, many communicators remain uncertain of how to appropriately tap into this powerful tech for their business objectives.  

As a communications agency, we see AI as a huge opportunity for our clients. AI can essentially work as a calculator for comms pros, generating efficiencies that will enable us to focus on services that require more refined skillsets and industry experience. Where we once used manual techniques for administrative tasks, strategic planning, creative development and tactical innovation, we can now arrive at the same destination in half the time, leaving human intelligence freer to focus on testing and refinement, relationships and immersion. 

Identifying Where Value Lies  

First, it’s important to identify where the tech can quickly improve efficiency, from client workflows to business operations. Consider some of the below questions to identify opportunities: 

•  Where can AI enable a team to move faster? 

• Tapping AI to streamline manual work like data entry allows more time for strategic and creative work. 

• Where can AI improve a client experience? 

• This may be assisting in collaboration or communication, or even using AI to focus in on the client’s target consumer to help provide more personalized ideas.  

• Can AI automate real-time monitoring or identify potential issues? 

• By identifying potential issues early, they can be fixed before getting out of hand. 

• What other tasks can be automated? 

• While humans still need the final say for many decisions, there are places AI can streamline upfront processes providing insights to make the journey to decision faster, such as document creation and early approvals. 

At KWT Global, our “reflect, refine and resonate” model is key. By engineering prompts providing the correct context for the AI, we can direct it to augment our assertions, suggesting alternate routes and predicting outcomes and impact. AI can even emulate the mindset of a consumer, which presents a huge opportunity for simulating everything from a new product launch to a potential crisis. 

Laying the Foundation 

Given the power of AI, it’s critical to establish guidance around proper use and guardrails to prevent pitfalls. Understandably, clients want assurance that their data and information are protected. As AI leans into our natural curiosity and has the potential to transform our work, we encourage exploration within our contractual responsibilities to client privacy. 

To start on the path to AI safety, you can create a formal document (generative AI can even help you draft this) to clearly state policies and guidance on using AI tools for client work or internal processes. Although AI can help suggest a framework for its own regulation, its education using machine learning means that it carries inherent bias; if there remains one task for human intelligence to handle without augmentation, it should be the regulation of AI applications. 

With our guidelines, we have parameters on AI usage but still encourage employees to test various platforms. Our agency has also established an AI task force with volunteers across disciplines and levels to help encourage and facilitate the day-to-day use and experimentation of AI. Starting a formal group is smart, as organizations can end up with an inconsistent narrative and approach across teams without guidance. 

Embracing AI Solutions 

The communications industry is currently facing a reckoning to demonstrate its value, and AI can assist with measurement.  

When it comes to media coverage, PR pros will need to go beyond UVPM. Tools like Relative Insight can compare language usage to understand what audiences are saying and identify trends and patterns. Understanding common language tied to a brand can help it understand where it needs to shift in strategy.  

Meanwhile, when it comes to measuring success on social, tools like Koalifyed can help go beyond basic metrics and assess what value an influencer really brings to a campaign. 

Measurement will be especially important for marketing directors; with strong economic headwinds coming in 2024, there will be a temptation to reduce budgets in communications and augment actions with AI replacements — a huge tripwire that has the potential to ruin market share positioning for brands. 

The opposite approach — investment — is the smart strategy. Sure, there’s a future in which certain functions of the communications workstream can be redirected, but we aren’t there yet. Unless you’ve spent the past year developing bespoke AI offerings, upskilling teams and preparing for a transition to a more augmented approach, then there’s still plenty of work ahead. Agencies should act as sherpas in this space, helping clients to scale the full peak of potential. 

A bonus to comms practitioners will be a larger selection of efficiency-boosting tools. With the manual work associated with our jobs (gathering and organizing information, transcribing meeting notes, building coverage reports and creating media lists), bespoke tools will increasingly take over these low-value tasks so we can focus our efforts on what AI can’t. 

While AI excels in areas related to strategy and calculation, it lacks the ability to empathize and possess emotional intelligence. It cannot fully comprehend the importance of certain moments, the uncertainty of existence and the potential for a limited future. These are the foundations of human consciousness, which cannot be replicated by AI. While AI may be able to emulate human behavior, it will never truly possess emotional intelligence in the same way that humans do. 

AI is great for initial brainstorming, but it can’t provide tailored, thoughtful insights to create true ideation and strategy for a brand. It can help cull data and research to inform strategic planning, but as for understanding the nuances of human behavior — which is the core of a communication strategy — it comes up short in comparison to humans (at least for now). However, you can tap back into AI for prompts for refinement, stress testing and outcome modelling. 

Navigating the Next Steps 

Love or hate AI, we can no longer ignore it. While it’s not perfect, it’s already helping organizations move at unprecedented speed. We’ve seen firsthand the benefits it brings for providing optimizations for real-time strategy adjustment.  

We’re all charting a course through the unknown, and no matter how far behind you think you might be with adopting AI, the truth is that we’re all a short distance from the starting line. There are clear, simple and tangible steps you can take to make rapid progress. 

To learn more about how our comms experts help brands navigate the unknown, check out our services here. 

How social, influencer and PR teams can navigate “cancel culture”

Insights from Gabrielle Zucker, CEO; Jess Spar, SVP, Head of Social Media + Influencer Marketing; and Natalie Goenaga, Director, Social Media + Influencer Marketing

TL;DR: Cancel culture now extends beyond calling out egregious celebrity behavior to also scrutinizing brand and influencer actions. Speaking on social issues can be a double-edged sword; as social media and PR teams continue to grapple with conflicting opinions on corporate activism, we know at minimum that we must stress the importance of authentic words backed by meaningful action to avoid performative backlash. Navigating this landscape requires communicators to stay informed, agile and prepared for anything.

Although the concept of “cancel culture” is certainly nothing new, it’s a phenomenon that continues to evolve.

With its roots in the #MeToo movement, cancel culture is often thought to concern celebrity misconduct; however, brands, executives and influencers are increasingly finding themselves in the crosshairs, and with 2024 expected to be a year of worldwide geopolitical tension, we’re bound to see this trend worsen.

While cancel culture was once a response to unspeakable acts, the lines have blurred. Case in point: speaking out (or not speaking out) on social issues. From global crises to local tragedies, communicators today are no stranger to sensitive situations. Despite this, not all comms professionals navigate these moments properly.

Make no mistake — it can be powerful for brands or influencers to take a stance and champion a cause, but only when it’s intentional. As we’ve seen time and again, the wrong message (or a forced message) is bound to do more harm than good; audiences now hold more power than ever before, and they’re becoming better and better at assessing authenticity.

Additionally, social, influencer and PR teams each need to take unique approaches to successfully navigate the nuances. Read on for some timely insights from leaders on our social, influencer and PR teams.

What Social Media Teams Need to Know

With social media increasingly used for activism, brands are continuing to feel pressure to speak on social issues — including ones that aren’t aligned with their values.

Despite this sort of peer pressure that persists, a survey from Morning Consult found that 53% of U.S. adults said corporations should not get involved in political or cultural issues, while a survey from Pew Research shows that over 75% of U.S. adults think that social media makes users feel they’re making a difference when they really aren’t.

Yet, many brands are still faced with a classic “lose-lose” scenario, especially as growing numbers of Gen Z and millennial Americans support brands taking a stance, according to Morning Consult.

Backlash is deserved for botched statements, but often, it’s a result of the “echo chamber” nature of social media. With the instant gratification that many users seek, a climate of trolling and herd mentality has spread across platforms, causing some brands to be more concerned about appeasing part of their audience than making a meaningful change.

“Brands should use their voice to speak up for what they believe in, to help amplify causes that matter to them — but only if they choose to,” said Jess Spar, senior vice president of social media and influencer marketing. “There should be freedom of speech, but also the freedom to be silent. Maybe it’s OK that your favorite underwear brand doesn’t have a stance on the geopolitical nuances of a worldwide humanitarian crisis.”

What Influencer Teams Need to Know

In 2020, a tumultuous year marked by political unrest, lockdowns and a surge in online activity, many influencers began to find themselves at the center of a cultural shift. The demand for authentic content skyrocketed, and influencers began to face heightened scrutiny of their actions — both online and offline; both past and present.

The repercussions of this were swift and severe for some influencers, and with the absence of a clear rulebook, those affected were left scrambling. Brands hastily disassociated themselves from “canceled” influencers, but as we transitioned into 2023, a subtle transformation occurred in the influencer ecosystem and audience perception, giving way to what’s now known as "accountability culture."

Essentially, accountability culture is seen as the antidote to the black-and-white nature of cancel culture, acknowledging that public figures are also humans. Rather than setting out to ruin one’s career, accountability culture aims to educate those who make mistakes and allow the space for genuine growth.

“In an accountability culture, influencers are presented with an opportunity for accountability and change in the eyes of a more forgiving audience,” said Natalie Goenaga, associate vice president of social media and influencer marketing. “The narrative is shifting, and influencers are now more encouraged to acknowledge mistakes, take responsibility and actively create change.”

What PR Teams Need to Know

Of course, PR pros know that words can be very powerful. They’re especially powerful for brand leaders, who have an opportunity in times of conflict to create unity.

But as powerful as words are, they mean nothing without action.

In their words and actions, communicators must always consider what’s authentic to their company's ethos and values. Specifically, they should always ask these questions:

• Has your brand been vocal on social issues in the past?

• Does your brand have a history of supporting marginalized communities?

• How is your brand supporting the cause?

• How is your brand supporting staff? 

“There's absolutely no value in a brand speaking up if it's purely performative,” said Gabrielle Zucker, chief executive officer. “In today's climate, there's always the threat of backlash, which is why you have to believe in and stand by what you're communicating as a brand. If it's truly authentic to your brand values and there's action behind it, you've already mitigated the lion's share of the risk.”’

Communicating with Confidence

As the landscape is constantly changing, it’s imperative to stay on top of the latest cultural shifts while considering the unique nuances at play. Equipped with a strong team and a well-informed playbook, both brands and influencers can navigate cancel culture with confidence.

To learn more about how our experts guide brands through communications challenges, check out our services here.

Decoding 2024’s Communications Landscape

Insights by Gabrielle Zucker, CEO and Dara Cothran, Executive VP of Global Strategy + Insights

TL;DR: 2024 promises innovation and transformation. Comms teams can expect a focus on strategic decision-making amidst economic uncertainty, as well as an emphasis on PR measurement beyond coverage to business impact. AI, having gained momentum in 2023, will enter the PR mainstream and communicators should leverage new tools, thoughtfully. Additionally, there will be a shift towards further prioritizing customer experience and adapting communication strategies to evolving generational perspectives.

If we thought 2023 was a transformative year for communications, the year ahead is primed to have even bigger breakthroughs and controversies. Of course, the rapid progression of technology — namely generative AI — has a major influence on shifting trends, but a plethora of other factors are also at play.

What do comms professionals need to be most privy to in 2024? Read on to learn our predictions on the trends that will shape the next 12 months.

The Year of Strategy and Selectivity  

With continued economic uncertainty and increased pressure on executives, organizational decision-makers will be more selective than ever with their marketing/comms budgets. 

For agencies, remaining relevant will hinge on access and connectivity to executives in order to create new offerings that impact business objectives and solve problems. Agencies will be operating on more of a consultancy model with a premium emphasis on strategic advisory. 

In that vein, PR measurement will no longer escape scrutiny as it becomes more important to find better ways to demonstrate our impact on business goals and imperatives. Outputs like impressions, engagements and message delivery will continue to be minimum measurement criteria, but the agencies who set themselves apart will connect those metrics to outcomes and business impact.  

“Leveling up our measurement programs beyond basic KPIs like impressions is non-negotiable – it requires strategic planning and clients who are strong partners in the process. Client relationships will be more critical than ever, as we’ll need them to advocate for access to integrated data and be a true partner in telling a more holistic measurement story. Given the potential recession and global economic headwinds we’ll likely be facing in 2024, these proprietary measurement programs, tied directly to business outcomes and impact, will be the best way for clients to justify their budgets and grow their teams.” - Gabrielle Zucker, CEO, KWT Global 

AI Becomes Table Stakes 

As evidenced by ChatGPT being named 2023’s fastest growing brand, AI had a transformative year and is primed to enter the mainstream in our industry. 

AI can help communicators advance existing skills like pitching (e.g. tools like PRophet) to be faster and more targeted, or measurement to help glean additional insights and trends. It can also help communications teams increase productivity, unveil insights and spark creativity – if used correctly.  

That said, and as capable as AI is, the empathy required to identify unique human truths still seems beyond its reach. It can take us where we need to get faster, it can help us to measure the impact of our work more accurately, and it can ideate and strategize – but only with the proper prompts. 

Regardless, the longer professionals wait to trial and engage with AI tools, the farther they will fall behind their colleagues.  

“AI experimentation is happening at a rapid pace and clients, rightfully, expect agencies to incorporate AI into their tech stacks and processes. By the end of 2024 we may see a significant gap between the agencies who are leveraging AI in smart ways to enhance their offerings, and those who are holding fast to traditional communications processes.” -Dara Cothran, EVP, Global Strategy + Insights, KWT Global. 

Rethinking Human Connection 

As the world has moved increasingly virtual over the past few years, and despite the rise in AI, human connection is coming back into vogue. The importance of human relationships will become more essential for marketing and communication strategies – especially as 37% of people worldwide think that companies are prioritizing higher profits over better customer experience. 

Younger generations have a distinct and evolving outlook on modern family dynamics and finances. Gen Z and Millennials are often delaying or forgoing major life milestones, which will require the redesign of traditional communications. 

From messaging that emphasizes benefits, to products that are value–driven and better meet the needs of historically overlooked segments, brands will compete on how they choose to put their customers first. 

2024 is already shaping up to be a fast-paced year of innovation, connection and transformation. But it’s how we connect and transform with it – which will require both curiosity and agility – that will determine success. 

To learn more about how our comms experts help brands stay on the cutting edge and meet their moments, check out our services here. 

Travel’s Place in the Quiet Luxury Movement

Insights by Matthew Levison, Senior Vice President

As far as recent buzzwords go, “quiet luxury” might be right up there with “quiet quitting.” But what does it really mean? Simply put, it’s the art of understated elegance and refined experiences. It’s where wealth whispers, finding luxury in subtlety. While quiet luxury in fashion has been topical thanks to Succession and other media, it’s been an emerging trend in travel and hospitality for years now. Considering the ostentation often associated with high-end travel, quiet luxury’s rise in the space may seem surprising. However, the industry is uniquely positioned to thrive through this transition. Moving from singular, unattainable excursions to local, little-known gems, the current prize in travel is “anti-tourism” – the appeal of destinations unshaped by the gimmicks of traditional tourism. Let’s take a closer look at travel’s place in the quiet luxury movement.

“The luxury travel industry has long been shifting from prizing ubiquitous expressions of wealth — caviar, champagne, marble, cut crystal and the like — to authentic experiences with a sense of place. However, the educational and immersive opportunities that come naturally with most travel offer an organic pivot to a more subdued expression of luxury.” - Matt Levison

The Emergence of Quiet Luxury in Travel 

Even pre-pandemic, travel and hospitality were ahead of the curve with quiet luxury. Travel preferences have been shifting over the past decade, with high-net-worth travelers increasingly valuing experiences over opulence. 

Some of These Educational Experiences Include: 

• Cultural Workshops: Whether it's a traditional pottery class in a historic town or a cooking workshop with a local chef, these immersive activities showcase the true essence of a destination. 

• Historical Tours: Guided walks through ancient streets, visits to historical landmarks and conversations with locals contribute to a richer understanding of the cultural tapestry. 

• Local Immersion: Rather than remaining within the confines of luxury resorts, travelers are immersing themselves in local communities. Experiences like language learning can contribute to a more profound connection with the destination. 

However, quiet luxury does have some limits in travel. Namely, based on the remoteness or exclusivity of a destination, there may be limited ability to downplay the expense associated with rarefied moments shared on social media. 

Diving into the Data 

After a challenging couple of years, the travel industry is ready for a new era. The data from Skift’s State of Travel 2023 Report paints an interesting picture: 

• In April 2023, global travel surpassed 2019 levels for the first time since the pandemic's onset. This stunning swing back was a testament to the industry's unwavering ability to reinvent itself and meet the evolving needs of travelers seeking something beyond the traditional. 

• While international travel is finding its footing, domestic travel is the star of the show. Bouncing back to pre-pandemic performance levels, this speaks to the growing preference for inconspicuous, closer-to-home travel experiences. 

• Vacation rentals emerge as the unsung heroes, outshining other sectors by standing 22% above pre-pandemic levels. This performance surge shows the increased interest in subdued stays. 

• Data from AirDNA shows that rentals in small cities and rural areas weathered the pandemic with resilience and continue to experience robust growth. The enduring strength of rural rentals underscores the collective desire for anti-tourism. 

• 60% of consumers acknowledge that inflation impacts their travel plans, yet travel spending prevails over other indulgences such as dining out, home improvements and electronics.  

• For the affluent, unique accommodations take center stage, with sustainability playing a pivotal role in their decision-making. This reflects a conscientious choice to engage with destinations in a meaningful way, in tandem with the tenets of quiet luxury. 

How Brands Can Meet the Moment 

Quiet luxury in travel presents a unique opportunity for brands. As high-net-worth individuals increasingly prioritize understated experiences, there are several strategies that brands can employ to meet the moment and cater to evolving tastes. 

• Curate Authentic Experiences: Travel and hospitality brands can set themselves apart by curating experiences that go beyond the typical, appealing to the growing demand for intellectual and cultural luxury. 

• Utilize Technology Thoughtfully: Leverage technology to enhance the travel experience without compromising on the quiet luxury ethos. The key is to integrate technology in a way that enhances the overall experience without detracting from the subtlety. 

• Create Local Partnerships: Through partnerships in the community, brands can become an integral part of the destinations they operate in. This approach adds depth and authenticity to the overall brand narrative, resonating with travelers seeking more than just a lavish getaway. 

As the industry at large continues to rebound and evolve, quiet luxury is more than a fad — it’s the future. Brands shouldn’t sit this one out; there’s no better time than now to start strategizing. 

To learn more about how our comms experts help brands stay on the cutting edge, check out our services here.