GringoView: The run-away influence of influencers

If a brand finds the route to the influencer’s followers better and more cost-efficient than paid advertising, who are we to argue with them?

RIO DE JANEIRO, BRAZIL - (Opinion) I was recently dumbstruck by a ‘New York Times’ piece about a social-media-famous water bottle and its potpourri of ‘influencers’.

Celebrities major and minor were all seen drinking from this bottle, collecting various designer editions of it rather like we used to collect Havaianas, and telling their millions of social followers why they couldn’t even think of gulping their fill-ups of Fillico Jewelry . . .

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