Current Marketing, an Interpublic Group agency, is rebranding to focus on marketing for real lives and how people today consume media and respond to content.
A “proprietary insight” approach coined “Realistics” and a strategic partnership with influencer platform TapInfluence will drive public relations, influencer marketing, digital and social work that is authentic and impactful for clients.
Previously Current Lifestyle Marketing, the rebrand includes a new name, logo, tagline “Marketing for real lives,” an anthem video, website, and even business cards featuring personal photos for each team member.
Their priority to reach real people comes from new research by Impulse Research that finds that most Americans think marketers are missing the mark when it comes to delivering valuable and relevant content in ads, infographics, social feeds, and more. 61% say that marketers don’t understand them while more than half don’t think marketing reflects real life – women (61%), young adults (60%) and older adults (70%). Research also found that when marketing mirrors real life, it works – so said women (54%), moms (60%) and young adults (63%).
An example of how marketing has been applied to real life is Current and client Clorox Company’s recently launched “Gather,” a multi-brand content hub designed for millennials who are expected to have more spending power than any other generation by 2017. Millennials are also delaying traditional homeownership and married life for “surrogate families” comprised of friends, roommates, and coworkers. Found on Tumblr and Pinterest, Gather fosters a community and is a digital destination for ideas, inspiration, advice, and subtle tips related to pre-cleaning, entertaining, and post-cleaning that organically show how Clorox brands can fit into their lives.
Marketers say they will increase their influencer marketing spending by nearly 60% in the coming year. Current’s partnership with TapInfluence and its network of more than 23,000 people will benefit clients and tell real stories through content ideation, creation and distribution, with advanced analytics to measure coverage and conversation. The agency will leverage the platform’s community to help brands truly connect to real lives.