GETTING TO THE MEAT OF PRODUCING INFLUENCER CONTENT

At Veritas, we’re putting fresh meat into producing influencer content – by bringing together the elements that naturally complement each other.

Meat & Produce (M&P) is a new model in influencer marketing, inspired by our agency partners in the US. A standalone agency under the Veritas umbrella – staffed with conceptors, strategists and producers – aimed at ideating and co-creating real time digital content, big and small, with its clients and influencers.

It’s a co-op approach, bringing together influencers, content creators and clients right out of the gate, instead of as links in a chain of pitches and approvals. Every good cook knows you can’t make anything tasty without letting the ingredients simmer together, blending their flavours.

Clients and influencers alike are looking for a collaborative approach that breaks down barriers, moving away from a transactional approach with influencers, giving them a seat at the table right up front. M&P is our proactive response to the changes in the influencer content landscape we’ve seen over the last year.

Welcoming clients to be part of the process reduces the time and number of edits it takes to bring an idea to life, and it allows us to be innately more creative on the fly. Forming a relationship through the co-creation is going to enhance client expectations of the output, and also create more meaningful experiences for the consumer, because it’s based on a more authentic relationship between the influencers and the brand.

With a team of photographers, videographers, copywriters and art directors, and the leadership of influencer content strategist Christine McDermott, Meat & Produce will bring more agility to our creativity. Because “influencer” is a channel, a person, a strategy, AND a tactic, we’re empowering clients to be savvier about how to engage influencers and to enhance that relationship in ways that are leaps and bounds ahead of where things have been.