From the pervasive reach of social media to the growing distrust of traditional news sources, the media landscape is shifting under our feet. HUNTER, a leading marketing communications agency known for earning consumer attention and managing corporate reputation, sought to understand how these shifts are impacting Americans’ purchasing decisions. 

In partnership with Libran Research & Consulting, HUNTER conducted a study exploring “Influence in America.” The study offers a comprehensive look at which information sources have the greatest impact on purchase decisions and examines how these sources of influence vary across product sectors and key demographic segments. As we face one of the shortest holiday seasons in recent history, join us as we share the key learnings from this study, followed by a dynamic discussion where HUNTER leadership in insights, media relations, social and digital media, and talent and influencer relations will share how they are activating against these learnings to maximize influence against their target audiences.  

HUNTER Panelists:

Heddy DeMaria, Chief Insights + Strategy Officer  

Since joining HUNTER in 2019, Heddy DeMaria has stewarded best-in-class insights, measurement, and strategy practices across the entire agency and each of its client partners. As HUNTER’s first-ever Chief Insights and Strategy Officer, she oversees a passionate team of analysts and planners who leverage HUNTER’s proprietary insights processes and extensive toolkit to ensure the agency’s communication strategies are always grounded in data and research, culturally relevant, and designed to earn consumer attention and drive quantifiable business results.  She has also developed a range of strategic workshops including building brand foundations, identifying value propositions, clarifying corporate culture + purpose, and strengthening brand stories, each employing proprietary tools and techniques, that ultimately lead to stronger brands positioned on a path towards growth.  

Donetta Allen, Chief Influencer Officer 

As the senior strategist overseeing influencer engagement and social media marketing at HUNTER, Donetta Allen eagerly offers strategic digital counsel to help traditional PR programs generate social buzz. She develops unexpected techniques and procedures that facilitate storytelling through influencers and social media, all while providing best-in-class recommendations on amplifying programs with paid digital media support for HUNTER’s clients. Through the lens of more than two decades of hands-on public relations and brand management experience, Donetta helps her clients establish and build owned social media channels and influencer and digital media strategies that authentically deliver brand messaging to target audiences at scale.   

Michael Lamp, Chief Social + Digital Officer 

From consulting on brand digital strategies and managing the day-to-day community engagement on owned social platforms to elevating corporate communications with social campaigns designed to generate earned buzz and amplifying these efforts with paid media strategies, Michael’s expertise spans the full paid, earned, owned (and shared!) media spectrum. With a deep understanding of search data, digital innovations, and the complexities of managing a high-priority communications calendar, Michael leads strategic digital and social brand campaigns. As HUNTER’s Chief Digital + Social Officer, he oversees the entire Digital Group, providing ongoing counsel and serving as the lead architect of client digital strategies across all of HUNTER’s business units.  

Lisa Horn, Senior Vice President, Media Strategy 

Lisa is a leader on the HUNTER Media Team, driving creative and strategic thinking for the agency’s business- and brand-focused earned media efforts. She also oversees broadcast media, guides thought leadership, and enhances executive visibility across all HUNTER clients. Thanks to her expertise, clients have secured coverage in major outlets such as Forbes, The Wall Street Journal, Inc., Fortune, and more. Lisa develops and executes innovative strategies to secure top-tier coverage across broadcast, print, online, and social media.  

Austin Schulman, Vice President, Entertainment 

Leveraging a passion for creating authentic partnerships between brands and the entertainment industry, Austin brings nearly a decade of experience connecting clients with their audiences in the most organic ways. From leading celebrity relations for Xbox/Microsoft at Super Bowl LIII, to programming talent partnerships at NBA All-Star Weekend, to securing all celebrity participants for MLB’s 2019 Celebrity All-Star Game, and leading partnerships across multiple high-profile events, Austin has done it all. Now as a senior leader on the HUNTER Entertainment Team, he continues to identify the right sports and celebrity talent to authentically tell strategic brand stories. 

For further exploration into study findings read “Is The Shifting Media Landscape Driving Changes To How Consumers Are Being Influenced?” written by HUNTER’s Heddy DeMaria.