What the rise of AI influencers and digital twins means for marketers
Amrit VirdiWith consumers increasingly resonating with AI influencers and digital twins, what are the benefits and challenges marketers can expect from investing in the sector?
Influencers: Ad transparency and performance ‘no longer in conflict’
Amrit VirdiNew research from the ASA and IMTB reveals consumers not only prefer when influencer ads are labelled, disclosure doesn’t impact engagement.
Marketoonist on advertising, brand recall, and celebrities
Tom FishburneTom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on X @tomfishburne See more of the Marketoonist here
‘A considered and gradual approach’: TUI on testing creator marketing over time
Niamh CarrollToo many brands are still seeing creator marketing as a “bolt on”, according to TUI’s senior influencer marketing manager Hayley Shortman.
The Marketing Week team’s marketing moments of 2025
Marketing Week ReportersFrom Oasis’s comeback and Prime’s demise to the extent of marketing’s burnout crisis being revealed, these are the marketing moments of the year, as chosen by the Marketing Week editorial team.
‘A new frontier’: 5 trends that will impact social media and influencer marketing in 2026
Amrit VirdiAfter a year emphasising social-first content and creator effectiveness, we assess the key trends for influencer and social media marketing in 2026.
‘Cultural humility’: Macmillan on ‘setting a new benchmark’ for inclusive marketing
Amrit VirdiMacmillan is using its Open House initiative to reach marginalised communities, as the charity looks to build consideration in 2026.
‘Trusted more than brands’: Unilever on mixing creators with ‘marketing science’
Niamh CarrollUnilever’s home care division, which counts Cif and Persil among its portfolio, is pushing creator-first comms via its ‘Cleanipedia’ initiative.
How to engineer fame in an AI era – and why you need to start now
Andrew HollandBrands who understand the value of generating fame – even in low interest categories – will be in a stronger position to thrive in an AI-dominated search world.
BYD on why TikTok is now a ‘permanent part’ of its always-on strategy
Emily ManockChinese EV brand BYD has upped its use of TikTok as it looks to better connect with UK car buyers, taking it from a platform it had to “defend” to key stakeholders to something it would be “questioned for not doing”.
The Marketing Week Podcast: A ‘landmark moment’ for influencer marketing?
Marketing Week ReportersIn the latest episode, we discuss what new IPA research tells us about influencer ROI and its role in a “potent modern media mix”.
Google: Creator content needs to be ‘consistent’ with product
Amrit VirdiGoogle has developed a “P score” to assess different criteria when selecting creators, based on content style and their understanding of the product story.
How Vaseline drove sales by making creators ‘co-authors of its stories’
Niamh CarrollIn line with Unilever’s recent focus on influencer-led content, the 150 year-old brand leant into social media to put itself in front of new audiences.
Pizza Hut: Social media is about ‘playing the long game’
Amrit VirdiWith social media the first and often “only screen” for some consumers, Pizza Hut’s UK CMO Jana Ulaite says there’s “no boost button” for trust and affinity.
Influencer marketing ROI ‘outperforms’ linear TV and paid social, study finds
Amrit VirdiNew IPA research also finds influencer marketing has the greatest long-term multiplier across all media channels, exceeding linear TV.