Antony Mayfield, CEO of Brilliant Noise, gave a presentation at the WAVE Influencer Conference in November 2017. He discussed how business academics may describe media and marketing in the mid-2010s, including issues around fake news and views. Mayfield also talked about the complex problems brands will face with influencer marketing and the need for companies to develop new capabilities to address these challenges, rather than just changing their media approaches. However, he noted that not every brand and agency is making these necessary changes due to frozen mindsets at some organizations.

1. www.brilliantnoise.com | @brilliantnoise
Brands, influencers
and surviving the
next decade
Antony Mayfield. CEO, Brilliant Noise.
WAVE Influencer Conference
November / 2017
1
© Brilliant Noise 2017 - all rights reserved.

2. I’m not here
to sum up.
2

3. How will business
academics describe
media and marketing
in the mid-20teens?
3

4. Fake news
and fake
views.
4

5. Influencer
capability.
Chances of
survival.
5

6. Influencer
marketing is a
complex
problem. 6

7. Complex
Complicated
vs
7

8. “[I] could calculate the
motions of the heavenly
bodies, but not the madness
of the people.”
Isaac Newton
8

9. There are a lot of
complex problems
headed your way.
9

10. Distilling
capability.
10

11. So why isn’t every
brand and agency
changing?
11

12. From
media to
capability.
12

13. The frozen
middle and
sleepwalker
CMOs.13

14. It’s all in
your
mind(set).
14

15. So, influencer fans…
15

16. Thank you
@amayfield | www.brilliantnoise.com | @brilliantnoise
16
© Brilliant Noise 2017 - all rights reserved.