When it comes to using influencers for PR campaigns, it’s all about the brand strategy and delivering authenticity. Meredith Brengle, director at agency M&C Saatchi PR and lead of its global ‘Influencer Squad’, explains why brands need to change their attitude towards influencer marketing by taking it beyond just tactics. Brengle reveals the agency’s global approach and principles for best practice when it comes to working with influencers and delivering world-class integrated campaigns.

This footage features M&C Saatchi PR’s influencer work for clients such as Foot Locker, Currys PC World, Dixons Carphone and Peroni Nastro Azzurro. The video was created by William Fielding. Fieldingwilliam12@gmail.com