L’Agence has been present in the Portuguese market since 1988. With over 30 years of experience, they represent people in 4 different areas: Models, Talents, Commercial and Kids.

Vanessa Carmo has been working in talent agency L’Agence since 2005, working with Portuguese celebrities such as Raquel Strada, Jessica Athayde and Vanessa Martins.

Having been with the company for 15 years, Carmo describes her time at L’Agence, from the early days of social media to the blogger’s boom and on to the present day online extravaganza, she has been through it all.

Through our conversation, she lays down all her insider knowledge on working in a talent agency and selecting talent, whilst touching on the current and future trends she has observed, keep scrolling for all the details.

You may also like: Daniela Rodríguez, CEO of Soy Olivia: Upgrading Influencer Marketing in Spain

Vanessa, you have been working at L’agence for 15 years now. How has the industry evolved since you entered the agency in 2005?

So much as changed in every aspect. Starting with television that had a major step back, first with the appearance of cable TV and technologies that allow you to only watch what you want to at your chosen time, and then with platforms such as Netflix, Amazon Prime and now Apple TV that are redirecting a large chunk of traditional TV and movie audiences. Nowadays, we don’t delegate preferences to anyone in regards to what we would like to see, but choose it ourselves.

As the Head of Talents in L’Agence, what does a day in your life look like?

I can’t complain too much about being fixed in a routine. Even at the office, the days are always busy with meetings, either with my team or clients, and I do get to travel a lot for shootings or events. Sometimes I actually miss being in a routine.

Who does L’Agence represent?

As an agency, we have been present in the Portuguese market for more than 30 years. The agency started mainly as a modeling agency, but throughout the years other departments were created to respond to market needs such as the Commercial and the Kids department, the Talents department and more recently, the Digital one.

What are the essential qualities any talent must have to be represented by your agency? Do you have any preference in terms of industry?

At the Talents department, we represent exclusively actors and TV presenters. We specialise in these areas to guarantee that we properly address all the needs of a talent’s career in this area. We look for both upcoming talents that we can help establish in the industry, but also for those who already have a career, that we believe we can take to the next level.

If you could choose any international public figure to add to your portfolio, who would it be and why?

That is a hard question because when you think globally there is a great range of outstanding professionals. I would probably choose Charlize Theron. I admire her choice of roles and brands she wishes to work with, and she seems to have a wicked sense of humor.

What criteria do you follow when choosing brands for your talents?

What we have learned over the years is that, when talking about an endorsement, it is mandatory that the talent who’s going to speak on behalf of a brand truly identifies with it. You’re not going to get good results if the talent doesn’t believe in it or is not an actual consumer. The audience is much more aware today than it was 5 or 10 years ago. Besides the performance market studies or focus groups, the brand’s first concern should actually be whether the talent believes in what they are going to endorse.

New social media platforms are booming in Europe. How far will they go in Portugal in the next 12 months?

This question is like playing Tarot cards. At this point, we are seeing new platforms arise month after month. Four years ago, it was the blog’s boom, then brands were very attracted to Facebook. At this moment it’s all about Instagram, but Tik Tok is starting to make a stand in the market. I believe that the near future is going to be more about short video content and having the ability to influence in a short time format.

Does this mean that Instagram will lose its reign, or will new social media platforms and established ones coexist?

I believe Instagram won’t lose its place because, more than Facebook, it’s the go-to place for those who want to share their daily life, something which is the true essence of social media. Despite that, other platforms will obviously arise and Instagram will have to adapt to the new competition.

From an agency perspective, what are the growing trends in Influencer Marketing for 2020?

As social media audiences get more and more aware of what paid content is, the future relies on making good matches between product and influencer. You can have an influencer that has a very high number of followers, but clients are starting to value engagement way more because that is the true power of social media. Of course, to have good engagement the products or brands advertised must make a good fit with the narrative the influencer establishes on a daily basis.

The post Vanessa Carmo, Head of Talents in L’Agence: from the blogger’s boom to the current online extravaganza appeared first on Primetag Blog.

Multiópticas has successfully shifted from a 40 years-old traditional retail store to one of the most prominent online eyewear companies.

Aurora Iglesias, Influencer Coordinator at Multiópticas, joined the Spanish brand less than a year ago. Since then, she has been building and implementing the influencer marketing strategy of the leading company in the optical industry.

Thanks to partnerships with influencers such as Laura Escanes and Logan G, they have now grown to be one of the most popular online brands, competing with those born digital.

We spoke to Aurora about fitting influencer marketing into the marketing strategy, choosing the right influencers for the right goals and the campaigns that have stood out to her.

Keep scrolling to find out more about her role at Multiópticas and the stance on influencer marketing she shared at the #RealFollowers event in Madrid.

At Multiópticas you are an example of ‘know-how’ in influence marketing. How have you evolved from your first collaboration with an influencer to your current position? 

It has been two years since we incorporated influencer marketing into our marketing strategies and today we consider it one of the most crucial activities, undoubtedly using it 365 days a year.

Since our first brand activation with Úrsula Corberó in the exclusive Harajuku collection, things have advanced a lot. In conjunction with three other brands, you can say that today we work with up to 550 influencers. We often collaborate with top influencers within the Spanish sphere such as Adriana Ugarte, María Fernández-Rubíes or Marta Pombo – represented by Soy Olivia -, and we have also been at the Madrid Fashion Week working with these influencers at our own stand.

We have done something similar with Wildgo, working with viral Youtubers such as Logan G or Salva. These influencers generated a tremendous reach in just 24 hours.

What are the criteria that you follow when choosing an influencer to collaborate with Multiópticas?

Each of our brands is different and therefore holds distinct values. We must carefully personalize each strategy accordingly. When it comes to choosing a specific influencer, it often depends on the campaign and the objective that we want to achieve with that person. Also, it is essential to consider whether the end goal is branding, traffic or engagement, which will determine the profile we choose.  

How often do you include influencer marketing campaigns in your yearly strategy? 

In the case of Mó, we follow a continuous strategy that includes using influencer marketing in all of our campaigns. We may vary influencer profiles based on the campaign objectives, but we are constantly investing in these marketing initiatives. As for Wildgo, despite the fact we started with sporadic activities last year, our intention is to adopt a more continuous strategy, similar to the one we have with Mó. 

Which influencer marketing campaign has particularly stood out to you over the years? 

I can’t possibly say which one has stood out the most as they’ve all been very special to us since they have helped us draw out our career path. I would start with Úrsula Corberó, a very influential figure who positioned us at the forefront of the industry.

Also, we have featured many others, like Adriana Ugarte, who launched our sunglasses collection, and Laura Escanes who was the face of our limited Jellyfish collection, all of which contributed immensely to our success. In reference to Wildgo, we sat up the Ibiza campaign for Logan G becoming the brand’s ambassador and, as a result, we gained a staggering reach of 20 million people. 

The post Aurora Iglesias, Influencer Coordinator at Multiópticas: Mastering a 365-days Influencer Marking Strategy appeared first on Primetag Blog.

Real Madrid fan Delantero09, is seemingly one of the most popular Spanish Youtubers. His unique football tutorials have gathered over 2.7 million subscribers and many more followers across all the major social media platforms.

Today, working with Spanish influencer agency YouPlanet, Delantero is collaborating with international brands, such as Adidas, Puma and Nike. On top of this, Jesús has featured football superstars like Cristiano Ronaldo, Messi and James Rodríguez in his videos.

We spoke to Delantero at our #RealFollowers event in Madrid. Keep scrolling to find out more about him and his professional career as a content creator.

Jesús, you are now one of the most followed Spanish YouTubers, why did you initially choose Youtube as your main social media platform? 

My preference wasn’t Youtube, but the video format. Essentially, one day my mum gave me a camera as a gift to take to football training and games. I recorded and uploaded videos online, with the pure intention of having fun.

After that, I started looking at the positive response I got on Youtube: a lot of people who loved football as much as I were actively interacting with my videos. From that point, I started to professionalize my content and take this whole process more seriously: it went from being a hobby to a job, so I decided to solely invest my time into Youtube. 

What are your criteria when it comes to choosing a brand to collaborate with? 

The most important thing for me is to make sure that the collaboration is ‘clean’; in other words, there needs to be a direct link between what I do and the brand’s activity. For example, it is a lot easier for me to organically include a sports brand in my content as opposed to a brand from any other industry. It is ultimately a lot more interesting for my audience. 

My objective is that people don’t look at my content as advertising, but as organic advice that can provide them with help in decision making. 

In what way has your work changed since you first started posting videos? 

At first, I didn’t see this type of work as a job, it was more of a hobby. My filming was very amateur as I often filmed with my friend, using my phone camera. Bit by bit, I noticed that the industry was evolving and that I needed to evolve with it. I started to invest: first I bought a camera, and later I ended up with a tripod, we started filming in football fields and trying to get the best video shots. I definitely began to care more about things that I previously failed to consider.

When you realize that this is something that can essentially put food on the table, and above all, something that is important to you, it quickly changes from being a hobby to a job.

Why do you think that superstar athletes, such as CR7, agree to be in your videos? 

All famous athletes are just normal people. Even though they are often viewed as untouchable when they are playing on the pitch or sometimes even bragging about their achievements, not many see them for who they are. Working with us gives them an opportunity for the general public to see their more human and personal side, which they can share in our videos.

Ultimately, we reduce the pressure that comes with critical press conferences and matches, allowing them to be themselves. Some may say that working with us also helps them ‘clean’ their image and brings them closer to the younger generations. 

What role does YouPlanet play in your life as an influencer? How has it influenced your career in Social Media and offline?

YouPlanet is my agency, finding them and being able to work with them is one of the most important occurrences that has happened to me since becoming a Youtuber. If it wasn’t for them, I wouldn’t be working with 90% of the brands I now work with. On top of this, I wouldn’t have evolved so much as a person and a Youtuber. They have also given me valuable advice when it comes to negotiating fees with brands.

At the end of the day, knowing how to negotiate when it comes to advertising is something that takes a long time to learn how to do it. I owe them a lot for what I have today. I am extremely grateful. 

Delantero09 participated in the #RealFollowers Madrid panel on ‘How to value an Influencer’. Learn more about the event in the link below. Also, stay tuned to our social media channels to learn about future events first hand.

The post Delantero09, Youtuber: when Cristiano Ronaldo and Messi appear in your videos appeared first on Primetag Blog.

Creative, enthusiastic and passionate, Daniela Rodríguez is no stranger to the world of Influencer Marketing. She founded the Instagrammer agency Soy Olivia in 2015, when influencer marketing was still perceived as a passing fad among Spanish marketeers.

Four years later, Daniela is a reference point to the national Influencer Marketing industry, representing, among others, María Pombo, Grace Villarreal and María Fernández-Rubíes.

She is also the strategic mind behind OnceUno, a creative agency dedicated to branded content that implements campaigns for Esteé Lauder, L’Oreal, Zadig & Voltaire and Bulgari, among others.

We spoke with Daniela at #RealFollowers in Barcelona. Keep scrolling for some general thoughts from a key player in the professionalization of influencer marketing in Spain.

You may also like ‘Inés Arroyo: from Influencer to Entrepreneur‘.

Daniela, how do you explain the recent growth of Influencer Marketing in Spain?

From my perspective, the growth that the influencer market has had can only be explained from a generational point of view. Millennials and centennials have taught older generations the dynamics of social media. Technology, which has developed at great speed, has led to immediacy, to a new way of communicating, where everything is extremely visual and simple to consume. These are the key points that turned social networks into the current media.

Back in 2015, you founded Soy Olivia, which has evolved to be one of the biggest Instagrammer agencies in Spain. What role do you play in Influencer Marketing?

At Soy Olivia we represent influencers. Our job is to intermediate and set the path for market professionalization. We help manage the requests that brands have and give them the guarantee that their money will be well invested in Influencer Marketing campaigns. In regards to the influencer, our job is to assure that they are doing work that benefits them from an image and business perspective. 

At Soy Olivia you represent some of the biggest national influencers. What do you mainly value in the influencers you represent?

There are two aspects to which we pay particular attention. On the one hand, we seek that the influencer is faithful to the content they are generating and that they are authentic when doing this. On the other hand, we also focus on the level of interaction that their audience has. Both points are correlated because when you see that an influencer has a high level of interaction it is usually because their followers enjoy the content.

How do you measure the results of your campaigns? In other words, which metrics are the most important for a brand to measure its ROI?

The most important metrics include the reach, number of interactions the influencer has generated in each publication (likes and comments), impressions, click on links and, of course, sales. Different techniques such as the use of links allow us to track the level of conversion, and for example, discount codes give us the possibility to measure sales.

From your professional perspective, what is the current status of Influencer Marketing in Spain, in comparison to other countries?

While 4 years ago the Spanish influencer market was running in diapers, it has now reached the level of other major countries. In general, Spain has always loved the world of ‘influence’. For example, celebrity magazines have always been very relevant to the national culture. This explains why influencers are generating much more curiosity and engagement from the Spanish consumers.

The post Daniela Rodríguez, CEO of Soy Olivia: Upgrading Influencer Marketing in Spain appeared first on Primetag Blog.

Founder & Creative Director of Laagam and influencer Inés Arroyo has achieved great success at a young age. Primetag interviewed her at the #RealFollowers event in Barcelona. We spoke about entrepreneurship, innovation and what makes a good influencer good.

In 2016, Arroyo created a women’s fashion brand in Barcelona, Laagam, coming from the Swedish saying Lagom meaning, “Neither a lot nor a little”. In addition to her successful brand, she has had her hands in a variety of business endeavors and now holds great knowledge in regards to the Influence Marketing world.

Keep scrolling if you want to learn more about her success.

Disclaimer: this interview has been transcribed and translated from Spanish to English. You can also watch the video of the original interview below.

Inés, what differentiates a good influencer from a bad influencer?

Inés – What sets us apart is the relationship we have with our followers. In this field of work, it is very easy to tell who is genuinely excited about their followers getting to know a certain brand or trying new products and who simply focuses their  content on themselves.

In my case, the type of advertising I do is hugely focused on what I have always worked on, fashion. This means that if I suddenly had a paid collab with, for instance, Lidl, I wouldn’t have succeeded as an influencer as I am promoting a product that I neither wear nor consume. 

Above all, it is the transparency of the influencer’s content that encourages their followers to remain loyal to their personality.

You started early on Instagram, focused for a couple of years, and now you have ventured with the creation of a podcast. What kind of content works best for you?

I – When I first started, my instagram rose like foam because I was one of the first Spanish influencers. Now there is a lot more competition and the audience has many more profiles to choose from. So I have decided to be very specific and focus my content on my entrepreneurial life. I now strive to inspire young girls based on the role I have taken in my professional career.

The podcast gives me the ability to connect with my audience on a deeper level and for them to know me personally.

It’s a new way of communicating which makes me feel very comfortable. It allows me to shift the focus from me to other people that I can learn from. No other [fashion] influencer has a podcast in Spain and I am enjoying the freshness of it. 

I believe a wave of reinvention is about to arrive in Influencer Marketing

Inés Arroyo

How has the change in the Instagram algorithm affected all influencers?

I – Well, it definitely contributed towards our frustration[laughs]. Personally, I don’t understand anything anymore. I mean, there was a time when we were careful about posting around 10 a.m or around lunch and dinner time. With the algorithm change, it no longer matters. 

It is frustrating, but we had to adapt. Similarly with Instagram removing the likes count. There will be people who like it and people who won’t. In my case, I am very happy about likes being removed.

Has the fact that you are an influencer helped you in the creation or promotion process of Lagaam?

I – Me being an influencer has been the best marketing since the beginning. Obviously, Lagaam started strong because I encouraged my audience to check out the brand. Today, Lagaam is bigger than me. There are people who know my brand but don’t know me, which means the brand is successful on it’s own.

I monetized my influence on Instagram by creating my own company. However, right now it does not depend on me, that is, if I go three days without uploading anything from Lagaam, it does not affect sales. Alternatively, some influencer-owned brands don’t receive orders if they don’t upload any content.

Tell us, what do you think will happen in the next couple of years within the Influence Marketing landscape in Spain?

I – I believe a wave of reinvention is about to arrive. Influencers are finally starting to diversify their content in various formats so that their audience doesn’t get bored. Followers are tired of seeing a bunch of accounts all posting the same content. People are craving new stuff.

I believe that professional influencers will want to give added value on what they are currently doing. This way, brands will also want to work with them not only because they create content, but because they have other aspects, such as a restaurant, which enables them to share more than a single story.

The post Inés Arroyo: from Influencer to Entrepreneur appeared first on Primetag Blog.