Plagemann: Creators pitching brands must ask how their counterpart defines success
Susan Plageman · Digital Branding: Lessons from Vogue, Monetizing Social, Creator Tips | Field Notes with Connie Chan · May 3, 2023 · at 19:48
Susan Plagemann, President of WME Fashion, provides advice to creators and influencers on negotiating brand partnerships on the a16z Podcast.
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“The first one I would ask would be in your role. How do you define success? Because that very quickly will tell you that person you're sitting across from, it will very quickly tell you like, what's their priority. And when you know someone's priority, then you can start to solve for it.”
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“Brands like Vogue and other brands, like really, really great brands actually helped make Instagram as cool and as great as it is. And the same thing with Tik Tok.”
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“The real success and the genesis, I think, of really great digital reporting and coverage comes by your team's ability to respond to what's happening in the culture and the news on a daily basis, and that's what Vogue, I think, was genius at.”
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“But you need to anticipate consumers' behavior, and you need to get there before they're there, and then when you're there, you need to guide them and teach them how to consume your content in a new way.”
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“Vogue was run both both on the print side and digitally by the same person, by our editor in chief”