Brands hire Gen X and boomer influencers as the 'power of the silver influencer' rises

As brands like Progresso Soup and Harmless Harvest look to get in front of more shoppers, they’re setting their sights on influencers from a more senior cohort.

Additional coverage:

• Marketers are once again returning to SXSW, which runs from March 7-15 in Austin, Texas.
• The Trade Desk and media agencies are drifting apart — a conscious uncoupling that crept in slowly but is now moving fast.
• Some marketers are finally asking the right questions about programmatic advertising.
• Creator company Whalar Group opened its doors to a newly-built co-working and production space to gather creators in one place and see what comes of it.
• Publicis Groupe has agreed to acquire ad tech firm Lotame, expanding the holding company’s global identity and data-management capabilities.
• Our most-read story this week: Why creators see Twitch’s monetization and moderation updates as the latest salvo in the livestreaming wars.
• From our sister site, WorkLife: As agency talent heads for the exits, another trend has emerged: the rise of the boomerang employee, those who left their creative jobs for supposedly greener pastures only to make their way back.