Under the deal, Whalar will be integrated into Accenture Song, adding scaled creator and influencer capabilities to its customer growth offering. The move reflects Accenture Song’s continued push to embed creator-led marketing more deeply into client experience and commerce strategies, combining social commerce, real-time insights and AI-driven discovery.

“The creator economy demands a new kind of expertise, one that blends authentic creator relationships, deep platform knowledge, and the technology to activate both at enterprise scale,” said Dimitri Maex, global marketing practice lead at Accenture Song. 

He added, “Bringing Whalar into Accenture Song lets us pair creator authenticity with the intelligence and scale to deliver work that’s not just produced but felt. Because as the agentic economy grows, what wins won’t be the most content—it will be what is most original and the most human.”

The acquisition comes as social platforms have become central to brand discovery and engagement, with the creator economy among the fastest-growing segments in digital advertising. 

Whalar brings established scale in creator marketing, having delivered more than US$600 million in campaigns across over 40 countries and 15 languages and managing thousands of creator activations annually. Its work spans major platforms and is supported by measurement tools including media mix modelling and third-party research.

Founded as a specialist in creator-led marketing, Whalar has evolved into one of the most recognised agencies in the space.

“We’re incredibly proud of what the team has built over the past decade,” said Neil Waller and James Street, co-founders & co-CEOs of Whalar Group. “Accenture Song operates at a level of scale and ambition that is truly unique, and we believe there is no better partner to take Whalar Agency to its next phase of growth.”

Following the acquisition, Whalar Group will continue to operate its remaining businesses, including Sixteenth, Foam, Moby Ventures, The Lighthouse and The Business of Creativity, and will enter a three-year strategic partnership with Accenture Song.

Whalar co-CEOs Emma Harman and Jo Cronk will continue in their roles and join Accenture Song, along with the agency’s more than 170 employees across the U.S., U.K., Ireland, Germany and Spain.

“This is a special moment for our remarkable team and us,” said Emma and Jo. “We are immensely proud of what we have built over the past decade in partnership with our clients, partners, and the creator community. Joining Accenture Song allows us to build on our unrivalled foundation and accelerate our ambition for the next chapter in the creator revolution.”

The acquisition follows Accenture Song’s earlier moves to expand its creator capabilities, including Superdigital in 2025 and Unlimited in 2024. Terms were not disclosed, and completion is subject to customary closing conditions.

“Accenture Song exists to help the world’s most ambitious companies grow—and today, growth is inseparable from relevance,” said Ndidi Oteh, CEO of Accenture Song. “Social is where brands are discovered, where modern commerce is happening and where consumer habits tell us what products and services are going to win next. Whalar brings a creator capability that strengthens how we drive meaningful impact and growth for clients.”

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The campaign arrives as brands across the region race to attach themselves to the AI boom, often with varying degrees of subtlety. .

At the centre of the campaign is a series of Instagram videos featuring local creators including Preeti Nair, better known online as @preetipls, alongside Benjamin Toh and Brenda Tan. 

Each creator shares familiar exchanges with mothers whose advice is often unsolicited, occasionally brutal, but usually correct.

StarHub said the campaign ties into its broader positioning around meaningful human connection, particularly during a period when AI tools are reshaping how people communicate, search, and seek reassurance online.

“MumGPT reflects StarHub’s broader belief in championing connections that matter, using culturally relevant, social-first ideas to celebrate the people who’ve always been our first source of wisdom,” the company said.

The campaign is running across Instagram in the lead-up to Mother’s Day on 10 May.

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The push, developed by The Social CliQ, part of Jaywing, marks a shift away from traditional campaign cycles towards always-on content designed for short-form video platforms.

Instead of commissioning individual creators remotely, the agency brought together 16 creators for a single-day shoot on the Gold Coast, producing more than 50 videos and 40 images in one coordinated production.

The creators, including Godwill Taban, Oliver Hedger, Sarah Hunter, Lucy Vining, and Nilan Gilbert, captured content across beach, park, and poolside settings—scenarios closely tied to how Australians use Esky’s coolers.

@esky.australia Pool day recap: drinks cold, music up, and no one checking the time. Grab the Esky. #eskyaustralia #fyp #grabtheesky ♬ original sound – Esky Australia

Talia Datt, Founder and Managing Director at The Social CliQ, said, “Social platforms move quickly and brands need content that feels native to how people actually create and consume on TikTok.”

Datt added, “By bringing 16 creators together for a dedicated shoot we were able to capture a huge volume of content in a short period of time while still keeping it authentic. It also allowed us to curate the environments, styling and group dynamics so it reflects reality, with Esky naturally at the centre of those experiences.”

The brand, long associated with beach trips, barbecues, and weekend outings, is now translating those rituals into formats suited for digital feeds rather than television spots.

Tracey Fitzsimmons, Marketing Manager at Esky, said, “Esky has been part of Australia’s cultural life for decades, from beach days to backyard barbecues. This campaign brings that spirit to life reflecting how younger audiences share their experiences today.”

Further adding, “Working with The Social CliQ and a talented group of creators has allowed us to capture those real moments of connection and fun, while showcasing how Esky products naturally fit into those outdoor occasions.”

Content from the shoot will roll out first on TikTok, before extending to Meta platforms throughout the year as part of an always-on publishing strategy.

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Developed with Ogilvy Singapore for Unilever, the “Vaseline Originals” range reframes the brand from product manufacturer to collaborator—drawing directly from ideas first shared by its online community.

The rollout puts two early creators front and centre. Jen Chae, known online as @frmheadtotoe, whose brow-taming hack dates back to the blogging era, and Lauren Luke, an early YouTube figure behind a Vaseline-based primer technique, have both inspired products now on shelves.

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A post shared by Jen Chae • 채수경 (@frmheadtotoe)

Their ideas have been translated into the Vaseline Brow Tamer and the Vaseline All-In-One Primer & Highlighter Jelly, respectively—each explicitly crediting the originators as part of the launch.

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A post shared by Lauren Buxton (@laurenluke_panacea81)

Nathalia Amadeu, Global Brand Director for Vaseline at Unilever, said, “For years, creators have been reimagining what Vaseline jelly can do, often without recognition. This campaign is about giving credit where it’s due: acknowledging, celebrating and rewarding the people behind those ideas. More than a campaign, it signals how we want to build going forward with our community, not just for them.”

Nicolas Courant, Chief Creative Officer at Ogilvy Singapore, said, “We started with a simple creative provocation: what if the best ideas were never in the boardroom, but already in people’s bedrooms and everyday routines? We traced how Vaseline was being used in culture back to its origins and found the OG creators who had been shaping these hacks long before they became mainstream.”

Courant added, “Vaseline Originals is a move from ownership to stewardship, honouring our OG content creators by sharing our success with them.”

The numbers point to a wider shift. More than 3.5 million posts tied to Vaseline-related hacks now circulate online, reflecting the brand’s unusual status as both staple and canvas for experimentation.

Aanchal Sethi, Asia Managing Director for Unilever at Ogilvy Singapore, said, “Vaseline Originals represents a deliberate strategic shift in how we build this brand, moving from validating what the community creates to actively shaping and developing ideas inspired by them. The commercial signals have been unambiguous: products selling out in minutes, demand scaling with every drop.”

Sethi further underscored, “But what this campaign confirms goes beyond a single launch. It shows that community-led innovation isn’t just culturally resonant. It’s a growth engine. This is how Vaseline stays relevant for the next generation, and how we intend to keep building.”

More creator-inspired products are expected to follow, as the brand continues its search for the original voices behind widely shared hacks—turning what was once user-generated content into a pipeline for product development.

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Created by BBH Singapore, the push aims to deepen engagement with Instagram Reels among younger users.

At its core is a simple proposition: make the mundane feel anything but. The campaign, built around the line “Make the everyday feel special”, targets so-called Gen MZ—millennials and Gen Z—who increasingly treat social feeds as both diary and stage.

The work opens with two brand films positioning Instagram as a hub where relationships, interests, and self-expression collide. 

Beyond the hero films, a second strand leans into product demonstration. 

Six short Reels spotlight everyday moments reframed through a distinctly Thai sensibility—equal parts humour, warmth, and improvisation.

The campaign also ropes in local creators, including @Chopluem, @Nisamanee, and @Glloysght, with 15 pieces of content designed to nudge aspiring users from passive viewing to active posting. 

Janson Choo, Executive Creative Director at BBH Singapore, said, “This is Meta’s first campaign for Instagram in Thailand and bringing it to life with Meta and our production partners has been a rewarding journey. What really stayed with us is how Thai people have this natural ability to find humour, meaning and beauty even in the most ordinary or uneventful moments.”

Choo added, “Instagram Reels is a natural extension of that mindset. It is a place where those stories can be expressed, shared and built upon through connection with others.”

The campaign will run across digital channels in Thailand for 10 weeks. 

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In his new role, Terry will lead the company’s global marketing strategy, focusing on brand development, global market expansion, and building a more integrated marketing ecosystem that connects brand, content, and commercial performance across regions.

In an exclusive interview with MARKETECH APAC, Terry shared his priorities for the role, his vision for transforming K&F Concept into a globally trusted creator brand, and how the company plans to strengthen its presence across key international markets.

Elevating K&F Concept into a global creator brand

Stepping into the role, Terry sees an opportunity to move the company beyond its product-led roots. He explained that the company’s presence in over 110 markets and strong foundation in innovation provides a platform to grow into a globally recognised brand for content creators.

“I see a clear opportunity to elevate the brand from a product-led business into a globally trusted brand for content creators,” he said.

Central to his strategy is bridging product strength with brand building and commercial growth.

“My focus is to bridge product strength with brand building and commercial growth,” Terry shared, outlining his aim to build an integrated marketing system that connects brand, content, and performance, ensuring marketing efforts contribute to long-term brand value, not just awareness.

As he steps into his new role, Terry’s immediate priorities revolve around adopting a structured, brand-led approach.

“We will focus on reinforcing premium positioning through more culturally relevant storytelling and stronger local engagement,” he said.

He also noted plans to strengthen localised presence in key growth regions such as Europe and Southeast Asia through consumer application content, region-specific channels, and more consistent brand expression.

At the same time, Terry will focus on building trust beyond K&F Concept’s best-selling categories, positioning the company as a reliable and professional choice for photography enthusiasts and content creators alike.

Building a full-funnel, creator-led marketing ecosystem

A key pillar of Terry’s approach is developing a full-funnel, data-driven marketing ecosystem, where influencer and creator content serves as more than awareness drivers.

“We see influencer content not just as awareness drivers, but also as long-term assets,” he explained, noting that high-quality creator content can be repurposed across multiple touchpoints to support both brand building and commercial growth.

Alongside creator-led marketing, traditional channels such as PR, media, and strategic partnerships remain important in building credibility, particularly among professional users. Terry emphasised that multi-touchpoint brand-building efforts are critical to creating a customer-preferred brand that reinforces long-term trust.

When asked which industry trends are shaping K&F CONCEPT’s marketing strategy, Terry pointed to the rapid growth of content creation on social media, particularly among new-generation creators.

“Creators are increasingly looking for tools that help them produce professional-quality content more easily and efficiently.”

Considering this, Terry emphasised that K&F CONCEPT are placing strong emphasis on solution-driven marketing—showing how the company’s products solve real creative challenges. Another important shift is the growing importance of community and belonging.

“Brands are no longer just selling products; we are building ecosystems,” he noted, highlighting the company’s focus on community-building and investing in its base of creators and fans.

Balancing global consistency with local relevance

At a global level, Terry plans to anchor K&F CONCEPT’s marketing around its core creative essence, “SEE THE UNSEEN,” while empowering regional teams to adapt this vision through local content, creators, and platforms.

“Our role at the global level is to define a global brand system, assets, and strategic direction, while empowering regional teams to adapt and execute. This ensures both global consistency and local relevance,” he explained.

“The key is to define a strong global brand core while allowing flexibility in local execution.”

****

As K&F CONCEPT continues to expand its international footprint, Tong’s appointment signals a move toward a more structured, brand-led approach that integrates creativity, community, and commerce. Under his leadership, the company is poised to strengthen its position as a trusted, professional choice for content creators worldwide.

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The collaboration enables viewers to purchase products featured in YouTube videos directly from Rakuten Ichiba. 

By tapping the “View Products” button during a video, users can see product names and prices on-screen, then navigate to the Rakuten Ichiba product page while continuing to watch content. 

Ryo Matsumura, president of commerce & marketing company, Rakuten Group, said, “We are delighted to partner with Google to integrate YouTube’s creator economy within the Rakuten Ecosystem, starting with Rakuten Ichiba.”

The move is designed to streamline discovery and checkout, while expanding reach for merchants through creator-led content.

Matsumura continued, “We expect to provide our merchants with further business growth opportunities and deliver an even more enjoyable and convenient shopping experience to our users.”

The initiative integrates YouTube’s creator economy into the Rakuten Ecosystem, strengthening Rakuten’s push into v-commerce, an e-commerce model leveraging video, voice, and virtual reality. 

It also builds on existing affiliate initiatives such as Rakuten Affiliate and ROOM, supporting merchants in driving brand visibility and customer acquisition through creators.

Naomi Yamakawa, managing director of YouTube Japan at Google, added, “We are thrilled to partner with Rakuten Ichiba as our first domestic partner for the launch of the YouTube Shopping affiliate program in Japan.”

Regionally, YouTube is continuously growing its e-commerce initiatives with markets in Southeast Asian countries like Indonesia, Thailand, and Vietnam as part of its ongoing ‘Community Hub’ efforts. 

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From the continued rise of the creator economy to the growing demand for transparency and meaningful partnerships, the future of influencer marketing promises to reshape how brands connect with audiences in an increasingly fragmented online world.

In our latest What’s NEXT in Marketing interview, we recently spoke with Nathan Powell, co-founder, chief product and strategy officer at Fabulate, to discuss on what the ideal brand-creator relationship is nowadays in the current state of the creator economy, how new technologies are helping brands to partner with the right influencer, and what lies ahead for the future of creator partnerships by brands.

 What is a ‘sustainable’ creator-brand relationship like?

To begin tackling what lies ahead for the future of influencer marketing, Nathan first stresses the importance of having a sustainable creator-brand relationship. Unlike one-off campaigns that deliver spikes in awareness but lack brand equity or creator advocacy, sustainable relationships are built on consistency, collaboration, and co-creation, not transactions.

“The strongest creator programmes are those that strike the right balance between quality and quantity. You need enough content volume to keep a steady presence across platforms, but not at the expense of creativity or authenticity. The brands getting this right are the ones building a scalable content engine powered by creators that is consistent in tone, adaptable in execution, and aligned with audience culture,” he explained.

In terms of consistency in these campaigns, Nathan points out an important distinction: consistency does not mean using the same creators all the time; it means being consistent in the approach to content.

“You should absolutely double down on partnerships that perform well, but you should also feel comfortable bringing in new voices who can add fresh perspectives while maintaining the same creative and strategic direction. The goal is for every piece of content, regardless of who is creating it, to feel recognisably your brand,” he added.

He also remarked how the worst thing a brand can do is launch a creator campaign and then neglecting their content strategy after it goes live. For Nathan, sustainable influence requires ongoing storytelling and rhythm. 

“Audiences expect brands to show up regularly with content that evolves but stays true to its essence. That is what builds long-term trust and recall: not the occasional big campaign, but a continuous dialogue driven by creators who genuinely believe in your brand,” he noted.

AI as a driver for next-gen ‘influence’

While discussions on marketing nowadays aren’t totally void of any mention of artificial intelligence (AI), Nathan makes a point of why AI is becoming more essential for creating influencer-driven campaigns.

“AI will allow us to better measure and define influence. For years, influence has been seen through the lens of reach and popularity. What AI does is move the conversation from reach to relevance,” he said.

It is with this reasoning why Fabulate had recently launched its SparQ2.0 platform which introduced five new Agentic AI tools: Lens, Compliance Check, Echo, Quality Control, and Scout to provide marketers with deeper insights into influencer campaign performance and the ability to make data-driven decisions without needing to be data experts.

“With platforms like SparQ 2.0, we can now analyse content patterns, tone, audience overlap, and brand safety signals at scale. It uses machine learning to map how creators align with a brand’s values, sentiment, and audience interests in real time. This gives marketers a far more accurate view of which creators truly shift behaviour and perception, not just generate engagement,” he stated.

He also believes that AI brings precision without removing the human element, as it strips out bias, speeds up discovery, and uncovers insights that would otherwise take weeks to find. However, he noted that the real change is philosophical: influence will no longer be defined by the size of a following, but by contextual authority, which is the credibility and trust a creator holds within their community.

“AI gives us the tools to quantify what has always been instinctive. It bridges the gap between creativity and intelligence, allowing marketers to combine human storytelling with machine-led insight. The result is a new era of influence that is measurable, authentic, and scalable,” he explained.

Moving beyond influencer discovery’s commodification

When asked about influencer discovery, Nathan remarked that it is surprising that many brands and specialist agencies are still doing this manually, scrolling their own feeds and using hashtags to identify creators. For him, this is incredibly inefficient and fraught with bias.

“While data on creators is becoming more accessible, and most platforms now offer similar filtering tools for reach, engagement, and demographics, the real differentiation will not come from who has the biggest database, but from who can turn that data into meaningful intelligence,” he said.

In their case at Fabulate, Nathan notes that their investment is focused not just on helping marketers find creators, but also on helping them understand why those creators are the right fit. By connecting audience insights, brand safety signals, and content performance data, they can provide recommendations that are not only data-driven but strategically relevant to each brand.

“Discovery on its own is becoming a utility. The real value comes after that stage, in how platforms empower marketers to make better creative and commercial decisions. The future of differentiation will sit in intelligence, integration, and insight, not just in access to creator lists,” he added.

Approaching the power shift between brands and creators

It is worth noting that creators today are not just influencers; they are small media businesses with their own creative direction, audience insights, and production capabilities. With that, many of them now operate with the sophistication of publishers, managing teams, content calendars, and multi-platform distribution strategies. For Nathan, that shift means brands need to change how they think about collaboration.

“Rather than treating creators as media placements, brands should view them as creative partners with built-in distribution. The best campaigns give creators the space to interpret the brief through their own lens while staying aligned with brand goals. When creators are given that level of trust and creative ownership, the content performs better because it feels authentic to their audience,” he explained.

Using Fabulate’s case as an example, Nathan stated how they have seen that the most successful partnerships are built on mutual respect and shared ambition.

“Brands that embrace this shift and work with creators, rather than trying to control them, will create more relevant and culturally connected content. The most impactful collaborations feel commissioned, not sponsored, and that is the mindset shift marketers need to make,” he added.

What’s next for influencer marketing?

When asked what lies ahead for influencer marketing’s future, Nathan noted that over the next few years, influencer marketing will move from being something that sits on the side of a campaign plan to becoming the thing that drives the plan. 

“It will sit at the centre of brand strategy, right alongside media, creative, and data. The change will not just be about working with more creators, but about using creator content more intelligently across every part of the funnel,” he said.

In an even shorter period, Nathan added that creators will no longer just be a line item on the media schedule; they will be the media schedule. 

“Their content will anchor campaigns, set the creative direction, and define how brands show up across channels. Creator content will not just live on social platforms anymore, it will shape how brands communicate everywhere.

He also stated that they are already seeing this shift through what we call ‘creator everywhere’, where clients are no longer just using creators for social content, but are extending that storytelling into digital out-of-home, connected TV, and other real-world executions. It is helping brands bridge the gap between online and offline experiences, giving campaigns far more cohesion and consistency.

“At Fabulate, we see this as the natural next phase of the category. Creator marketing will move even closer to performance marketing, but it will keep its creative heart. The brands that win will be the ones that treat creators as an always-on creative layer that helps them stay relevant, agile, and connected to culture,” he concluded.

***

Looking ahead, the future of influencer marketing will hinge on trust, creativity, and adaptability. As consumers grow more discerning and platforms continue to diversify, brands that embrace genuine collaboration, long-term partnerships, and ethical engagement will stand out. Whether through human or virtual influencers, micro-communities, or immersive experiences, the next chapter of influencer marketing isn’t just about reach — it’s about relevance, resonance, and lasting relationships.

Fabulate recently won Gold in the ‘Best Influencer Marketing Platform’ category at MARKETECH APAC’s Marketing Technology Awards 2025.

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The partnership is intended to strengthen Taobao Malaysia’s efforts to grow the local creator economy by offering new income opportunities to content creators and consumers, while improving product discovery through livestreaming and short-form social content.

According to the companies, the initiative aligns with rising social commerce adoption in Malaysia, where short-form videos and livestreams increasingly influence purchasing decisions. The local digital commerce sector is forecast to grow at a compound annual growth rate of 14.32% between 2025 and 2033.

“The creator economy presents significant opportunities, especially in Malaysia, where demand for overseas products continues to rise,” said Jess Lew, country head of Taobao Malaysia. 

She added, “Through attractive commissions and affiliate program support, the Taobao Affiliate Programme enables established creators, emerging micro-influencers and everyday shoppers to monetise content while helping consumers shop with confidence.” Lew said the collaboration aims to recruit more than 200 creators to produce content and host livestreams featuring trending products and localized brand experiences.

Categories expected to benefit from the programme include apparel and accessories, home and living products, sports and outdoor goods, toys and collectibles, and furniture.

Nicholas Lim Pinn Yang, director and CEO of Foodie Media, said, “This partnership creates a strong pathway to expand awareness and participation in the Taobao Affiliate Programme, enabling more content creators, micro-influencers to unlock new earning potential through affiliate model for Taobao products.” 

He added, “Leveraging our network of content creators and experience in developing commercially driven campaigns, Foodie Media will work closely with Taobao Malaysia to equip participants with content guidance and market insights.”

Lim Yeong Shen, director of W Talent, commented, “We are excited to collaborate with Taobao Malaysia to expand creator participation in livestream and social content formats. Leveraging our expertise in talent development and campaign execution, we aim to empower Malaysian creators with the tools, knowledge, and revenue opportunities needed to succeed in creator-commerce.”

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Influencers – whether macro, micro, or nano – have long been used by brands alongside other more traditional forms of advertising, as a means to build authentic and relatable engagement between audiences on social. As the industry continues to develop, the important question on everyone’s mind is, ‘what can we expect next from influencer marketing?’. 

In a recent event hosted by MARKETECH APAC in partnership with influencer marketing platform Vamp, the What’s NEXT 2023: Influencer Marketing in APAC webinar brought together leaders representing the brand, tech, and agency side. Our experts imparted their top tips for influencer marketing, highlighting what trends we can expect to see moving into 2023. 

The webinar began with a presentation from Aaron Brooks, co-founder and president of Vamp, who later joined a panel discussion that included Ruben Ahmed, director of marketing for HP Australia & New Zealand; Isabel Falco, chief digital & marketing officer of L’Oréal Philippines, and Jonathan Gerard, the head of production of VaynerMedia Asia Pacific. 

In his presentation, Brooks gave an overview of the influencer marketing landscape. He discussed the forecasted growth and investment expected into the channel, the key factors powering the creator economy, and how creator content is being activated to drive outcomes at each stage of the marketing funnel. In addition, the presentation touched on the different elements critical to deploying a successful influencer marketing strategy such as the essentiality of video, recruiting creators with a ‘squad’ mentality, and the importance of representation and advocacy. 

The panel discussion—moderated by Shaina Teope, regional editor of MARKETECH APAC, gave the industry experts an opportunity to share how influencer marketing is being leveraged from the perspective of their brands, and how they’ve been involved to date in the creator economy. 

Ahmed, Brooks, Falco, and Gerard discussed how the demand for key opinion leaders (KOLs) is moving brand engagement into co-creation and collaborating on social strategies. The panel explored ideas around how brands can stand out in their content direction amidst the growing saturation of ‘me too’ content. 

Important takeaways for marketers emerged such as the best approach to managing and maintaining brand-creator collaborations, moving away from creating inauthentic ‘ads’, using influencer marketing for advocacy-driven initiatives, as well as understanding the purpose of each social platform in delivering creator content. Our experts rounded up the discussion with examples of how influencer marketing has become a vital part of an always-on performance marketing channel strategy for their brand. 

Overall, the webinar drew 168 attendees out of 598 registrations. Those who participated came from a variety of industries, including retail, e-commerce, travel & hospitality, consumer products, financial services, F&B, and media & entertainment. 

The top markets represented were Singapore, Malaysia, the Philippines, Indonesia, Thailand, India, as well as the US. More specifically, those who took part were from brands and companies Danone, Electrolux; Love, Bonito; Netflix, Ninja Van, OPPO, Philippine Seven Corporation, Pomelo Fashion, RedDoorz, and Summit Media.

Teope commented, “We may think we’ve exhausted the best out of influencer marketing, but with the emergence of popular content formats such as short-form video, we’re attracting new audiences towards creator content. With this industry discussion, we had a diverse and well-represented panel who gave us actionable insights into how the influencer marketing landscape will continue to evolve. The webinar is an essential guide to helping us all prepare for what’s to come next in this exciting space.” 

“In a challenging economic climate, brands should approach influencers as a scaling mechanism to help you reach every consumer type and every sub-niche audience,” says Brooks. “Find those creators who are advocates of your brand already. Don’t be afraid to be bold and go outside of the confines of conventional advertising as you start building out your influencer marketing strategies for 2023 and beyond.”

If you missed out on the live session, there’s still time to dive into the content presented by our industry experts. As we enter a brand new year, don’t miss out on this insight-filled industry discussion. Register HERE to access and watch the on-demand version. 

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