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On Influence and Influencers logo
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The Best Curators Will Win in the Attention Economy

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The Best Curators Will Win in the Attention Economy

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Philip McKenzie

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On Influence and Influencers

We live in an economy where the primary currency is our attention. The current environment is designed to simultaneously keep us stimulated and splinter our attention. Brands are engaged in a fight for some slice of that attention. Brand messaging is persistent across our devices and platforms with the intention that we will pay attention. Brands are aware that cultural relevance has the best chance to cut through the noise and garner some of that attention. So, influencer marketing is one of the methods some brands use to be relevant. But as the efficacy of influencer marketing wanes, it's time for brands to consider the cache of curation to move the dial and open a new front in the battle for our attention.

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Philip McKenzie photo

Philip McKenzie

Philip L. McKenzie is a Cultural Anthropologist + Strategist with a focus on humanity centered design. Philip uses his expertise in culture to advise organizations on how best to thrive in an increasingly challenging and uncertain environment. Philip uses hi… read more

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Home The People
The People

MediaVillage “The People” is where the advertising and media community comes to life. Explore the stories, beliefs, commitments, and passions that inspire and motivate the diverse people who work day-to-day advancing their personal growth and business success. Follow “The People” columnists and hosts to discover your community and connect with your people. Follow our social network @AdvDiversity

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