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Spots for Nutri-Grain by Wunderman Thompson feature Buchanan and fellow rider Rhys Kember racing around among brick-sized cereal pieces and a couple of giant bananas.
Brands that do well have recognised that influencers are not merely a commodity, argues Michael Patent from Culture Group.
The same people who babble on about 'personalization' also won't shut up about 'storytelling. They don't understand that storytelling and personalization are enemies.