In Chapter 5 of 12 in his 2010 Capture Your Flag interview with host Erik Michielsen, media and publishing entrepreneur Phil McKenzie shares why he sees influencer culture by clustering together arts, entrepreneurship, philanthropy, and technology communities. He finds intersections across these individual groups, in effect a multi-dimensional map of how influencer or tastemaker culture develops. Influencer culture cannot be defined without understanding how it connects the dots. Marketing and brand professionals develop models to plug into and influence culture. McKenzie shares how influencer culture is different than mass market culture and, as a result, requires a different marketing approach. He highlights a 180 degree marketing plan speaks better to influencer clusters than does a traditional 360 degree mass market brand marketing campaign. Phil McKenzie graduated from Howard University and earned an MBA from the Duke University Fuqua School of Business. Before starting FREE DMC
and the Influencer Conference
, McKenzie worked for eight years in sales and trading at Goldman Sachs.