What Emily in Paris Still Gets Wrong (and Right) About Marketing in 2024

Since its debut in 2020, Emily in Paris has captured attention for its fashion, its Parisian backdrop, and its depiction of marketing – a depiction that continues to spark conversation well into 2024. With another season recently hitting our screens, it's the perfect time to take a closer look at how this beloved series stacks up against the realities of our profession.

While the show provides light entertainment, its portrayal of marketing can often feel far removed from the data-driven, culturally nuanced world we work in today. And as we head into the last quarter of 2024, when marketers are reflecting on the year's trends and planning ahead, Emily in Paris gives us an opportunity to engage in a timely discussion about what's happening in our industry.

Strategy and the Role of Data in Marketing Today

If you've followed the latest seasons of Emily in Paris, you'll notice that marketing in the show still seems to thrive on last-minute inspiration and hasty decisions. Emily often pitches spontaneous ideas that are accepted without question, and they seem to always work – a scenario we all know is a far cry from reality.

In 2024, marketing is more data-driven than ever before. Today, successful campaigns are backed by in-depth market research, customer insights, and analytics that guide every decision. No marketer can afford to rely on creativity alone. Instead, our strategies involve understanding the customer journey, brand positioning, and competitor analysis, all of which require thoughtful planning and collaboration. Spontaneity might look glamorous on screen, but behind every great campaign is a team of people working tirelessly to ensure every detail is backed by data.

Social Media's Role Has Evolved Beyond "Likes"

In Emily in Paris, social media – particularly Instagram – remains at the forefront of Emily's professional success. Likes and follower counts continue to be the primary metrics of achievement. But as any marketer will tell you, relying solely on those vanity metrics is an outdated approach, especially as we enter the latter part of 2024.

Today, social media success is about much more than just likes. We're focused on engagement rates, conversions, and understanding audience behaviours through deeper metrics. With the increasing importance of first-party data and a stronger emphasis on personalisation, today's marketers need to go beyond surface-level metrics. In 2024, it's all about creating meaningful connections with our audiences – something the show's portrayal of marketing misses entirely.

Localisation and Cultural Adaptation – Still Overlooked

Emily's reluctance to adapt her American marketing strategies to the French market continues to be a major plot point in the show. This friction might be fun to watch, but it's also where Emily in Paris falls short in representing what it takes to succeed in global marketing.

Localisation is crucial for any marketer working across borders. It's not just about translation – it's about understanding cultural nuances, consumer behaviours, and societal values. A global marketing campaign that isn't rooted in local insights can quickly feel out of touch or irrelevant. The lesson here? Successful marketers know that understanding the local market is non-negotiable, no matter where you're working.

Influencer Marketing – A More Mature Industry

The show leans heavily on influencer marketing as one of Emily's main tactics, with partnerships falling into place seemingly overnight. While influencer marketing is indeed an important tool in today's marketing landscape, the process is much more refined than what we see on-screen.

In 2024, influencer marketing has evolved into a sophisticated, strategic discipline. Marketers today work closely with influencers whose audiences align with brand values and demographics. The days of one-off influencer posts are fading as brands focus on building long-term relationships and authentic content. Moreover, the rise of micro- and nano-influencers continues, with brands realising that engagement and authenticity often outweigh sheer follower numbers.

Why Now? A Timely Discussion

So, why write about Emily in Paris now? Beyond its entertainment value, the release of a new season makes this a timely moment to reflect on its depiction of marketing – and how the reality of our profession has evolved. September is also an ideal time for this discussion, as many professionals return from their summer break with fresh energy and a focus on Q4 strategy.

Marketers are constantly reassessing their approaches as we adapt to new trends and consumer expectations. Emily in Paris might be great for escapism, but it also offers an opportunity to discuss the complexities of our industry, especially as we gear up for the challenges of 2025.

Have you watched the latest season? What are your thoughts on the portrayal of marketing in the series? Let's discuss how the industry has changed – and what the show still gets wrong – in the comments.