Influencer marketing is coming of age. It's making its way through the stroppy teen years of regulatory issues and Kim Kardashian, and is now cementing itself as a serious – and lucrative – marketing channel.

Scott Guthrie, Director General of the Influencer Marketing Trade Body (IMTB) warns of the deification of data, reveals why follower count is overrated, and explains the significance of the IMTB being the first new member to join CAP (Committee of Advertising Practice) in over a decade.

Plus, he takes on Perla Bloom's (EA Games) Resell Me a Pen challenge with the floppy disk!

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Podcasts referenced:

Perla Bloom, EA Games: Barbie, Battlefield and branded Easter eggs: EA Games joins the Performance Marketing Unlocked podcast

Kate Cox, BrightBid: The future of AI in marketing and the 'big daddy' ChatGPT: S3E3 Performance Marketing Unlocked podcast

Articles referenced:

Influencer Emily Valentine: The devil wears Prada: an influencer’s story

Robin Ward, LTK, quote: “Creators are completely essential to brand marketing strategies” but, there’s a measurement gap

Kim Kardashian's crypto ad: Kim Kardashian’s $1.3million fine for undisclosed crypto ad

Mylene Klass: Myleene Klass Instagram posts for Next and Skechers banned by ASA for not being identifiable as ads

Under the influence: the impact of failure to disclose as watchdogs continue clampdowns

IMTB joins CAP: CAP appoints Influencer Marketing Trade Body as member

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