The Marketing Week Podcast: A ‘landmark moment’ for influencer marketing?
In the latest episode, we discuss what new IPA research tells us about influencer ROI and its role in a “potent modern media mix”.
With over half (54%) of brand marketers planning to increase influencer spend in 2025, according to WFA data, investment in creators is becoming a substantial part of most marketing budgets.
Fresh from the release of new IPA data revealing the ROI of influencer marketing, in this edition of the podcast we’re taking inspiration from our Influencers Explored series to discuss the numbers, ask what the professionalisation of creators means for brands and how businesses can better support influencer wellbeing.
Host Charlotte Rogers, deputy managing editor and head of insight, is joined by reporter Amrit Virdi and Jane Christian, executive vice-president of analytics at WPP Media and author of the IPA research.
Our panel is rounded off by Simon Harwood, global effectiveness director at influencer agency Billion Dollar Boy, and Scott Guthrie, director general of the Influencer Marketing Trade Body.
We discuss what it is about influencer content that is driving ROI, why a strong creator-brand fit is essential and ask whether the IPA research will help marketers secure greater investment.
Our guests also debate what the increasing professionalisation of the influencer economy means for brands and consider the impact on UK creators of the new All-Party Parliamentary Group.
Ahead of the next episode in Marketing Week’s regular series, find The Marketing Week Podcast on Apple Podcasts, Spotify and Acast.
