|THE RISE OF BRAND AMBASSADORS
| In an oversaturated, socially infatuated world, content
is king. And in 2021, a year where nothing seems stable,
one unwavering element continues to flourish: The brand
While influencer marketing is nothing new, social media
moves at lightning speed - new channels, technology
and features are launched every day, and companies find
themselves quickly pivoting to react, adapt and execute for
every latest launch. If anything positive is to be drawn from
this pandemic, it's forced businesses to take a step back
to re-evaluate their strategies and look closely at what's
performing and what isn't Some brands have scaled back
on traditional advertising. Others have tightened up their
organisational structures. And some have closed their offices
and gone 100% remote…but what they all have in common is
that they still have products to sell.
So, how do you inspire and motivate customers to look
beyond the confines of their loungeroom walls? Enter, the
brand ambassador According to Kantar research released in
April 2020, respondents under age 35 were spending 40%
more time on WhatsApp, Facebook and Instagram during the
pandemic, and throughout 2020, it became clear that there
had been a drastic underestimation of influencers — including
their role in marketing and their impact on consumers.
Furthermore, according to Insider Intelligence estimates,
the influencer marketing industry could be worth up to
$15 billion by 2022, and brands are more likely to prioritise
more authentic long-term relationships rather than one-off
With proof that brand ambassadors are one of the best ways
to accelerate the growth of your business exponentially as
the world continues to navigate these uncertain times, check
out the latest talent to join the Lime Agency and consider
how their influence may help promote your brand.
Enjoy the read!
Kylie & Team
|NEW TALENT JOINING
|As an innovative, talent-centred agency, breaking new
ground and building a solid foundation for successful careers
is what we're known for. And while we may be a boutique
talent agency, we've earned a big reputation for our depth of
talent which includes some of the country’s most recognised
names...speaking of which, did you see who recently signed
|© Masterchef Australia.
|Currently cultivating his fine-dining culinary skills under
the tutelage of renowned Executive Chef Peter Gilmore at
Sydney's most prestigious dining room, Quay, Pete Campbell
is on his way to becoming one of the country’s finest self-
taught chefs. As runner up in this year’s nail-biting finale of
MasterChef Australia, not to mention the mastermind behind
the two-minute tasty peanut butter muffin viral sensation, this
former high-flying corporate exec turned tattoo artist proves
you don't have to be classically trained to perfect classic
cuisine that’s not only the talk of the table but the talk of the
Pete's love of food was surprisingly pre-determined from a
young age (notwithstanding the meat and potato years!),
taking a temporary backseat while he fine-tuned his creative
skills as a talented singer/songwriter. It was a year of
gourmand travel exploits with his wife across Asia, Europe
and the US that ignited his inner ‘foodie’ and he was able
to understand food's influence over place and personal
perspective. Uprooting his family to Los Angeles saw Pete
delve deeper into flavour combinations and crafting his
culinary techniques. Fast forward a few years and today Pete
finds himself at the centre of a new culinary culture post
COVID-19. His life philosophy is all about facing the as-yet-
uncharted road. And while it can be scary, when you do, it
will ultimately lead to a life of doing what you love. It’s an
adage he hopes to instil in his two young daughters. In the
meantime, Pete is excited to play a part in helping people
experience food that elevates a moment and creates lifelong
memories. After all, this is what he loves most.
|SQUID THE GRIFF & PRETZEL
|Squid the Griff is definitely a new breed of social media star
for us here at the Lime Agency. But this Adelaide-based
Brussels Griffon (that’s a Petit Brabancon for those certified
cynologists out there!) with almost 400,000 Instagram
followers (including an enviable list of celebs) readily proves
that big things come in pint-sized packages. Made of 70%
love, 20% sass and 10% beard, and more recently sharing the
limelight with his little brother Pretzel, this ‘bone-a-fide’ pair
of international Insta-stars are the perfect furry companions
for almost any occasion. With Squid’s endearing personality
and Pretzel's playful nature, these furry models have become
somewhat fashion icons thanks to their appetite for playing
dress ups. From an over-sized bowtie with tux, a flower tiara
and street-cred hoodie through to some adorable festive
fashions that have achieved viral status, Squid the Griff and
Pretzel also come with a range of accessories and popular
|DR KIRSTIN FERGUSON
|Having served on a range of company boards (including
Deputy Chair of the ABC after being appointed by the Prime
Minister to lead the national broadcaster through a very
public crisis in 2019), Dr Kirstin Ferguson's impact on the
world around her is no less impressive than her mission to
help others do the same. Initially earning her epaulets as a
Flying Officer with the RAAF, she moved into corporate legal
services before heading up an international consultancy.
Dr Kirstin Ferguson’s list of achievements is extensive.
Incredibly passionate about women supporting women,
gender equality, and diversity and inclusion in the workplace,
Ferguson is an expert on emotional intelligence, authenticity
and leadership. Today she’s a high-profile tabloid columnist,
the award-winning co-author of the best-seller, Women
Kind, the architect behind the viral social media movement,
#CelebratingWomen and one of Australia’s most in-demand
Please contact Kylie at The Lime Agency on email@example.com if you're interested in collaborating
with any of our talent for brand partnerships, campaigns,
ambassadorships, sponsorship, speaking and events
|IN THE LIMELIGHT
|Layne Beachley AO
|Lime talent, Layne Beachley AO has lived an extraordinary
life. She’s held world records, won seven world titles and is
recognised as the most successful female surfer in history. She
has also overcome chronic fatigue, injuries, depression and
feelings of abandonment after discovering at eight years old
that she was adopted.
Once retiring from surfing professionally, Layne threw herself
wholeheartedly into the world of motivational speaking
and after years of delivering face-to-face workshops
and speeches, she decided it was time to offer her tribe
something even more personal. The solution? An online portal
that’s captured holistic self-empowerment for today’s digital
crowd. Known as the Awake Academy, it offers a series of
bespoke courses designed to guide you to live a meaningful
life. The course content incorporates meditation, high-
performance mindset coaching and mentoring. The content
is also endorsed by My Mirror, an online psychology solution.
The flagship course on offer is Own Your Truth, comprising
of seven rounds (for the seven world titles she has won),
29 workbook exercises (for the 29 events she won), and 19
videos (representing the 19 years Layne was on tour).
So, are you ready to feel more confident, centred and
connected? If so, why not consider signing up to the Awake
Academy and start benefiting from Layne’s highly practical
techniques and tools for real-life situations to radically
transform your life! The Awake Academy’s flagship course is
currently available for sponsorship opportunities as well as for
digital white label packaging for your business.
For further information, contact Kylie @ The Lime Agency.
|3 Life Lessons with Layne
|I am enough: “The most pertinent life lesson I’ve learned is
that | am enough. It took me six consecutive world titles to
recognise it and then acknowledge it. | feel like people are
on this treadmill of life, striving to be enough. And they’re
pushing and pulling, but they’re not thriving. People don’t
recognise that they are enough in who and how they are.
There’s nothing wrong with aspiring to grow and improve.
However, it needs to come from a place of enough-ness. | wish
I'd given myself permission to be enough earlier in my life.”
It’s OK to not be OK: “We’re constantly bombarded with this
notion of positive thinking, adopting an optimistic mindset
that life has to be all good all the time. But life is not good all
We’re in this together: “This pandemic has certainly
highlighted the fact that none of us are guests on this planet.
We’re all connected to it, and we’re all connected to each
other. We’ve become a real solo species over the past 10 or 20
years, and now we're beginning to realise the importance of
connection, empathy, and compassion, as they are the driving
forces behind a prosperous humanity.”
|Some of the recent campaigns we’ve worked on.
|IS IT AN AD?
|From AiMCO www.aimco.org.au
| Image Source Instagram showing the post with Paid Partnership since updated.
|Consumers have less experience with some forms of
advertising in the social media space and ‘paid content’
can be difficult to distinguish from independent editorial or
organic user-generated content. This means that marketers/
brands, agencies/comms partners and the creators/
influencers must pay particular attention to ensuring that
marketing communications are clearly identifiable as such.
Under Australian Law, consumers are entitled to know if an
influencer or creator has been paid to post about a product
or service because in that instance, it effectively becomes
advertising. Australian Consumer Law (ACL) includes two
fundamental rules relating to advertising:
1. You must not engage in conduct that is likely to mislead or
2. You must not make false or misleading claims or
The Australian Association of National Advertisers (AANA)
provides a self-regulatory code, the AANA Code of Ethics,
that underpins ACL and the governing body that rules
according to this is Ad Standards Australia. The Australian
Influencer Marketing Council’s (AIMCO) code, which is
specific to influencer marketing, also underpins ACL.
Recent complaints to Ad Standards Australia have resulted in
some March, 2021 rulings on influencer posts under the newly
revised AANA Code of Ethics which came into effect on
In addressing a complaint regarding an Anna Heinrich
Instagram post featuring a Runaway evening dress, the Ad
Standards Community Panel first needed to assess whether
the post constituted advertising or marketing communication
and if so, whether it was clearly distinguishable as such.
The panel noted that the clear display of the dress in the
image paired with the use of the brand’s handle and tag did
amount to material that would promote the brand in the eyes
of consumers. Hence, they ruled that the post needed to be
tagged as an advertisement according to the new AANA
Code of Ethics as well as under the AIMCO Code - the post
has since been updated and tagged in Instagram as a Paid
partnership with runaway the label.
Heinrich was also the subject of another complaint lodged
with Ad Standards regarding a post for Crown Resorts. The
complaints raised similar concerns that the post had no
transparency over sponsorship content and that it showed
a lack of regard for Australian Consumer Law. However, this
complaint was dismissed by the Community Panel with the
differentiating factor in this case being that the hashtag
#CrownPartner clearly distinguished the post as advertising
content for Crown Resorts. In its response to Ad Standards,
Crown highlighted that its processes since this ruling have
been updated to require all marketing posts from influencers
to also include the hashtag #sponsored.
An additional ruling by Ad Standards was made regarding
a post for Tom Ford fragrance by Melbourne influencer
Rozalia Russian. The panel determined the post was an ad
as the product placement and display of the brand name
would attract attention to the brand in a manner designed
to promote them. It considered that the post was a paid ad
but lacked transparency with no acknowledgement of
sponsored nature. However, the agency for the brand has
indicated to AiMCO that this was not a client paid post
and so this ruling may need to be further clarified.
It's important to note that the AIMCO Code outlines that gifts
provided as payment-in-kind are also considered advertising
and must be disclosed as such. AiMCO’s Best Practice
Working Group are currently reviewing and updating the
AIMCO Code of Practice in line with these rulings and also
to ensure that it appropriately underpins the revised AANA.
Code of Ethics. The aim is to provide more clarity on some of
the nuances of posts made as a result of gifting with regard
to advertising disclosure.
INFLUENCER MARKETING AWARDS FOR 2021
|The Australian Influencer Marketing Council (AiMCO) has
officially launched the inaugural 2021 Australian Influencer
Marketing Council Awards in recognition of the Australian
influencer marketing community and its achievements
in delivering world-class content and ground-breaking
innovation across social media marketing.
The Australian Influencer Marketing Council Awards
will recognise and celebrate exceptional and successful
collaborations with brands and creators that win hearts and
minds by engaging with audiences through uniquely crafted,
authentic content that makes an impact. These awards are a
timely addition to the Australian marketing landscape with
substantial influencer marketing growth as brands invest
in macro and micro content creators to deliver influential
connections with their engaged audiences as an integral part
of their overall marketing mix.
The AiMCO Awards, the first of their kind in Australia, have
been championed by industry leaders Patrick Whitnall,
AiMCO's Deputy Chair, Kylie Green from The Lime Agency
and Shivani Maharaj from Wavemaker working with the
“The AIMCO Awards are designed to celebrate the rapidly
growing rise of Influencer Marketing and the incredible work
of agencies, brands, creators, influencer discovery platforms
and the innovative technology and other businesses within
the growing influencer marketing ecosystem,” said AIMCO
Deputy Chair Patrick Whitnall. “By offering dedicated
influencer marketing awards for our industry, we know there
will be some very creative and interesting work on display.”
There are 21 AIMCO Awards to be won with the pinnacle
award the AIMCO Most Influential 2021 Award judged from
the 20 category winners and will be presented by Platinum
Sponsor Twitch, the interactive livestreaming service for
content spanning gaming, entertainment, sports, music and
“Twitch is honoured to be the platinum sponsor of the
augural 2021 Australian Influencer Marketing Council
Awards. These awards are the first of its kind to celebrate
creators - who are at the heart of everything we do at
Twitch,” said Ricky Chanana, Head of Sales AUNZ, Twitch.
“Our entire ethos is about revolutionising entertainment
through our highly engaged community of creators and fans,
and we are wholeheartedly supportive of continuing to grow
and empower the entire creator community.”
AiMCO is calling on agencies, brands, influencer platforms,
creators and everyone working in the influencer marketing
ecosystem to submit their best influencer marketing work for
the year ended June 30, 2021. For a detailed entry kit, simply
download it from AiMCO’s website here.
Entries are open via the AIMCO Awards website and close
3 September, 2021. To announce and celebrate the winners,
a cocktail event will take place in Sydney on Thursday, 18
November, 2021 with further details regarding the venue
coming soon. In the meantime, if you have any questions
please contact the AIMCO team at 02 9954 9800 or email firstname.lastname@example.org.
Your talent determines what you can do. Your motivation determines how much you are willing to do. Your attitude determines
|how well you do it.
|Lou Holtz, Vaudevillian, Comic Actor and Theatrical Producer.
|WHAT’S ON THE BOX
|Our talent recently appeared on the following shows:
|THE FINAL WORD
|THE RIGHT AMBASSADOR FOR THE RIGHT CAMPAIGN
|By Olivier Bjorksater-Bleylock
It's no secret that brand ambassadors can accelerate the
growth of your business but current trends seemingly focus
a good deal of attention on celebrity investors who serve as
ambassadors, social media influencers who tout products or
services to their millions of followers, and loyal customers or
devoted employees who can also be converted into valuable
spokespeople. The hope is that these human billboards will
boost your brand's presence, particularly online, and convert
to sales. But which brand ambassador will provide the most
return on your investment? And how do you know who will
benefit your brand the most? Here are a few strategies for
finding and working with effective ambassadors.
DETERMINE YOUR GOALS... If your primary goal is to boost
brand awareness and gain a bigger audience on social media,
a respected celebrity or social media influencer will likely be
your answer. However, if the priority is to directly impact sales
in a particular region, type of store, website or venue, then
relatability, likability and accessibility will be more important
than fame and following. In such cases, you'll want one or
more industry-sawvy ambassadors available in the target area
to interact with consumers on the spot.
DEFINE YOUR CUSTOMER EXPERIENCE... With the rise
of social media and virtual platforms, consumers are now
craving real experiences and true interactions more than
ever. Experiential marketing offers numerous opportunities
for brand ambassadors to engage and promote at all levels
- just be clear on what stage of the experience you wish to
authentically connect with your customer.
THE DEVIL IS IN THE DETAILS... Effective ambassadors
tend to stand out, but are they prepared to represent your
brand in everything they do — not just when ‘on the clock’?
They are the liaisons between you and your consumer, the
constant face and voice of your business. So, it's important
to detail your expectations. For example, are they listening
to feedback from your customers and reporting back to you?
Are they responding with concern and competence? Are
they representing your business in an inclusive, exciting and
appropriate manner that’s consistent with your vision and
values? Ideally, your brand ambassadors will be respected in
your industry and have a large social media presence so they
reach audiences your business may not have had access to
DEVELOP, DUPLICATE & DELIVER...|t will take some training,
trials and errors in order to maximize the efficiency of a
brand ambassador, ensuring they're telling the company
story well and confirm they're gaining traction for your brand.
However, the time and money invested are worth it. Once
you figure out the formula that works for your product and
industry, duplicate it. Turn ambassadors into ambassador
trainers. Wherever your target market and whatever your
industry, more voices and faces promoting your brand mean
a bigger and better community — and, therefore, sales force!
Whenever possible, seize the opportunity to expand your
brand's local and global presence with strategic ambassadors
of all types and talents.
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