We are welcoming back Whalar as one of the headline sponsors of the Influencer Marketing Show this year and we spoke with Emma Harman, managing director of EMEA, to find out what she’ll be sharing at the show, how brands can begin to prepare for how the influencer landscape is evolving, and what to expect from team Whalar at the event this month. 

This is your second time as headline sponsor for the Influencer Marketing Show – what are you doing differently this year?

Emma Harman: This year we are proud to present the new work we are doing in measurement including our neuroscience study of influencer marketing. We will also explore new exciting ways of collaborating during our panel ‘Re-defining Influencer’ where we will be joined on stage by clients and influencers.

Tell us more about what you’ll be discussing up on stage alongside creative talent and brands. 

EH: We’ll dive into key topics including the role of creators, specifically the power of micro-creators, to deliver paid media-ready assets, upcoming social trends and maximising your talent relationships to deliver maximum ROI.

Why do you think the Influencer Marketing Show is the right place to delve into this topic? 

EH: IMS is a great platform for us to both educate and inspire our existing and potential partners. There is more investment going into this space, but there is still a sense of skepticism and nervousness. Our goal is to bring more credibility into influencer marketing and deliver work brands can be proud of.

How can brands begin to prepare for how the influencer landscape is evolving?

EH: Brands need better content and new social formats that captivate and persuade. There has never been a more accessible way to work with creative talent locally who can bring your brand to life in a magical and culturally relevant way. Local and global content production is a key topic for us at Whalar.

Generally speaking, we are seeing our brand partners working in a long-term way with talent, listening to their insight and developing strategies with an interesting idea and heartbeat. Tacking on influencer at the end of your comms planning is something many brands are moving away from.

Lastly, what changes do you hope to see in the influencer marketing space next year and beyond?

EH: We’d like to see more diversity in terms of talent and are pleased to see more brands embracing this. We are seeing an increase in conscious creators who want to work with brands who support people and planet, and who can be a force for good with their creativity. 

Lastly, as a business, we aim to bring more legitimacy and respect through creative storytelling that builds brand equity in the right way.

Catch Emma Harman’s panel session on Day 1 of the Influencer Marketing Show to discover new ways to collaborate and execute campaigns.