Sheth: Traditional PR firms have no idea how to work with influencers
Viraj Sheth · Mastermind behind @beerbiceps and Monk Entertainment Viraj Sheth on Influencer Marketing · Feb 10, 2021 · at 8:19
Viraj Sheth, co-founder of Monk Entertainment, explains why his agency expanded beyond talent management into brand-side influencer marketing advisory services.
0:00 / 0:24exact quote · 24.8s
▶ Watch the full episode on YouTube → 720p mp4 · rendered on demand · StarZero watermark
“We started an influencer marketing unit where we realized that more than creators, it was actually brands that needed more guidance and help with who they need to work with. Because the PR companies that they were working with had no idea about it. They were fantastic in landing them coverage in newspapers and magazines, but they had no idea about how to work with influencers or content creators.”
quote is from the automated transcript, cleaned for reading: filler sounds and stutters are removed, nothing is rephrased. names can be misheard (the analysis reads context, assessments check outside sources). how →
More from Viraj Sheth
Sheth: Creators cannot make good content without financial security
“It's been a notion that an artist always performs better when he's hungry.
That's actually just a very Bollywood and filmy way of looking at things.
but in today's time, if the artist doesn't have money in the bank, he won't, he or she won't be able to create…”
Sheth: Not every startup must change the world; profit-focused businesses are valid
“We over glamorize startups too much. Not every startup has to change the world. Some startups could purely be built for a profit basis, which will in fact, you know, help the financial crisis of a lot of households. It will give financial liberty to a lot of h…”
Sheth: Indian talent management represented only film and cricket stars in 2017
“There was no representation for digital creators back then. The representation was only happening with Bollywood stars and cricketers.”
Sheth: Influencer marketing campaigns must be creator-led, not brand-led
“One big mistake that brands usually make is.
They make it a very brand led idea and pitch, right?
Whereas if you're working with influencers, it has to be influencer led and the brand has to be integrated within that content piece.”
Sheth: Early-stage D2C startups will become the next P&G within 20 years
“I know that these guys are the ones that are going to you know, sort of be the next PNGs and HULs in the next 20 years.”
Viraj Sheth: Brands sign top creators for ambassador-level endorsements
“Ambassador-endorser-level deals are already happening now in the influencer space, which was only reserved for cricketers or Bollywood stars previously, right? Every time a brand used to think, I want a big, massy face, they used to think Amitabh Bachchan Shah…”