This week Tailify’s co-founder, Fredrik Martini, sat down with one of the most interesting people in marketing, Rob Norman. Rob is the former Global Chief Digital Officer and CEO of Group M and is an irrefutable icon of the media industry. We discussed everything from the creative process, to data and influencer marketing. This thought-provoking and insightful podcast offers a window into his fascinating career and how he predicts the future of influence will evolve. 

You can listen to the full episode here, but we’ve summarised some of our favourite parts from Rob’s interview below. 

Q: Looking back at your career, do you see any patterns when it comes to what gives you energy?

A: I’ve come to believe that if you go to work interested, then your day is likely to be interesting. So I have tried all of the time to be interested in what I do, the people I do it with, the people I work for and the context of what I do.

I always try to extract something interesting from everything I do. 

Q: I don’t think I’ve asked you this before, but what does influence mean to you?

A: I had a feeling you would ask me this, I suppose influence in the commercial sense is the leverage of some combination of celebrity, authority, relevance, and relatability. So celebrity is someone who is well known, authority is someone whose opinion you would trust or value, relevance is that opinion is in the category of the brand and relatability means that I can feel some kind of personal connection. For me, those are the four pieces you must activate to leverage influence. 

To hear Rob discuss what’s missing for influencer marketing to get full buy-in from the media industry, and much more - listen to the full podcast on Influence Lab, or search ‘Influence Lab by Tailify’ on iTunes or Spotify. 

About Tailify

As an agency, our mission is to advance the science of influence. To that end, we launched a learning platform called The Influence Lab where we’re hosting accessible educational videos from our own research and expert contribution. The podcast area of this lab invites experts to delve deep into their perspective of influence and how it is shaping today’s world. 

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