Influencer marketing is maturing, with brands now seeking to integrate creators across various platforms, from out-of-home advertising to connected TV (CTV) experiences. Jenny Penich, CEO of Influencer, emphasizes that companies are focused on strategies going beyond social media and expecting creators to play a vital role in comprehensive media plans. The agency, founded a decade ago, has evolved into a global player, bridging brands and creators effectively, emphasizing agility and the importance of creativity driven by technology in their campaigns, positioning their role as the essential 'connective tissue' between brands and audiences.
Influencer marketing isn't just evolving - it's growing up. Once the scrappy younger sibling to traditional media, it's now sitting at the top table.
We're seeing more and more brands ask: how does this live off social? It's not just about in-feed content any more.
We're the connective tissue between brands, creators and audiences.
The platforms are starting to understand it's not just about media buys. Brands are asking: what's the creative that's driving performance?
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