LATEST DEVELOPMENT
As organizations invest 20-30% of total marketing spend into influencer marketing, Weber Shandwick Collective has launched Cultural Choreography—a new system blending analytics, platform mastery, and earned-first strategy to help brands win in culture rather than debating whether influencer marketing belongs in creative, content, paid media, or PR teams.
INDUSTRY TALK
"The right question isn't where influencer marketing lives, but how it lives in your organization or in your marketing plan. How does an influencer strategy reach, move, and inspire the passion-based communities that propel culture?"
BY THE NUMBERS
Investment indicators include:
20-30% of total marketing spend moving to influencer marketing
200%+ multiplicative effect of earned media on paid/owned investment
10,000 brands, 17 markets, 5M data points analyzed by Universal McCann/Oxford
Minimum 2X value increase for paid/owned media with proper influencer engagement
Global Weber Create community spanning multiple sectors and industries
ORGANIZATIONAL DEBATE
Capability ownership arguments include:
Creative teams claiming alignment with core brand strategy and vision
Content production emphasizing scalability, consistency, and brand safety governance
Paid media teams demanding rigorous evaluation and optimization protocols
PR teams leveraging story arc expertise and narrative shaping experience
Each discipline missing key elements of authentic influencer engagement
CULTURAL CHOREOGRAPHY SYSTEM
Framework components include:
Advanced and predictive analytics integration
Marketing fundamentals combined with influencer platform mastery
Earned-at-core approach with paid media integration
Clear cultural role translating brand promise into behavior
Weber I/O proprietary technology within IPG's Interact operating system
TECHNOLOGY INTEGRATION
Platform features include:
Modular and interoperable technology stack
Open-source and proprietary AI models combination
Scalable, repeatable processes for influencer interactions
Continuous learning from campaign results and performance
ROI-driven approach to earned-first marketing strategies
THE BOTTOM LINE
Rather than fighting over departmental ownership of influencer marketing, Weber Shandwick's Cultural Choreography represents a paradigm shift toward holistic, earned-first strategies that maximize the multiplicative effects of authentic community engagement—demonstrating that winning in culture requires intentional interplay between all marketing disciplines rather than siloed execution of influencer campaigns.