CEO of Digitas, Amy Lanzi: The Impact of Influencers on Advertising.
The leader of Digitas's approach to the rise of the influencer as a creative director.
In the latest episode of Decoder, a live conversation with Amy Lanzi, CEO of Digitas, is featured, held in New York during an event organized by Adweek. There has been long-standing interest in having a dialogue with Amy, as Digitas is considered one of the most relevant agencies in the advertising sector, managing significant clients and exerting great influence on platforms like Instagram and YouTube, where they acquire the ads that keep these companies operational.
Amy shares her perspective on the value that Digitas brings to its clients and the role of her agency in the digital ecosystem. However, a significant shift is observed in the industry, as a growing number of advertising dollars are being directed straight to creators and influencers, rather than to advertising agencies and the platforms that host the content.
During the conversation, Amy reflects on this phenomenon. Digitas is part of Publicis Groupe, which recently invested $500 million in the acquisition of the influencer marketing agency Influential. Amy was also part of the committee that carried out this acquisition and explains how major advertising firms are beginning to automate and structure the content generated by influencers and creators.
The use of artificial intelligence is a key approach to evaluating content on these platforms, identifying the right influencers for the correct audiences, and utilizing software to manage sponsored content contracts at scale. This big idea is marking a paradigm shift in the advertising industry, and Amy shares her vision of how it could develop in the coming months and years.
Additionally, a question that seems to generate confusion is discussed: what is the difference between a creator and an influencer? It’s a topic that, interestingly, does not seem to have a clear answer.
