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Talent Management – Perspectives on Agency Engagement

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by Sravani Reddy , Lead Analyst, Marketing Agencies
1 January 2017


A new generation of talent has emerged as competition for traditional celebrities due to social media and the subsequent rise of online influencers. Social media promotion is considered a top priority for most of the top marketers across industries. With the advent of social media, celebrities, and influencers (whether a person is Instagram famous or Hollywood movie star) need to have the same pull in the social media channels to engage a large number of targeted audiences. Hence, clients need to look at engaging with a blend of traditional celebrities and rising social media stars. Forty-nine percent of consumers rely on product recommendations shared by influencers for their purchases.

This article on talent management focuses on:

• Types of talent and their impact on consumer behavior

• In-house and outsourced talent

• Sourcing approaches that would help clients in identifying the best suitable methodology to be followed while engaging with talent management and PR agencies

• Analysis of sourcing/procurement processes for various services such as talent selection, negotiation, and management

Overview on Talent Management

Celebrities build their influence through traditional channels such as television, radio, magazines, and so forth. On the other hand, influencers build their influence through non-traditional media channels, mainly social media, blogs, and vlogs. The distinction between a traditional celebrity and an Internet influencer has become blurred with traditional celebrities appearing in social media campaigns, and social media talent making its way into mainstream media. For example, social media stars such as Zoella, Chiara Ferragni, and Caspar Lee made the leap from YouTube to mainstream TV.

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