Podcast: The Influence Economy – The Drum


The Drum Network article
This content is produced by The Drum Network, a paid-for membership club for CEOs and their agencies who want to share their expertise and grow their business.
June 24, 2022 | 2 min read
Listen to article 4 min
Influencers are big business. They’re increasingly recognized as genuine change-makers by mainstream media, and they collectively make up one of the fastest-growing marketing channels.
The industry around them is increasingly specialized and wide-ranging. From a panel reflecting the breadth of that industry, we’ll ask: what are the most exciting corners of that industry right now, and where’s the smart work heading?

To discuss all that, senior tech reporter Chris Sutcliffe is joined by:
Robbie Murch, founder, Bump agency
Kineta Kelsall, senior director of training (social media), Jellyfish
Bea Iturregui, VP of brand partnerships, Cycle (Wasserman)
The panel discusses the following, to provide a holistic look at the influence economy in 2022.
What does the influencer-agency-client relationship look like in 2022?
To what extent do micro-influencers with relatively small audiences fit into clients’ priorities – or do they solely focus on the biggest influencers?
Does the marketing industry expect influencers to be across all social platforms, or is it fine for them to only have one core platform?
From which platforms and emerging trends should we expect to see the next big influencers?
What is the best piece of influencer creative you can think of from the past few years?
Jellyfish is a marketing performance company for the platform world, where success demands a creative, multi-platform mindset. We help brands thrive, by navigating, connecting, and harnessing the platforms that drive growth.
Wasserman is a global sports, entertainment, and lifestyle marketing agency with expertise in creating connections between brands, properties, talent, and consumers.
Marketing agency with a unique approach to understanding and communicating to Gen Z through music. From Kanye to Kickers, we help brands, agencies & labels understand where they sit in youth culture, and help translate your brand culture into Gen Z currency.
© Carnyx Group Ltd 2022 | The Drum is a Registered Trademark and property of Carnyx Group Limited. All rights reserved.

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