UK digital adspend is set to surpass £30bn in 2025 and the creator economy is now worth over £18bn globally, however, brands are failing to get the most out of their influencer partnerships, according to an expert.

On this episode of the Performance Marketing Unlocked podcast, Caspar Lee, co-founder of Influencer and former YouTube mega-star (15:53), outlines the challenges facing creators today, and why brands need to do better to ensure their investments in influencer marketing pay-off. Fortunately, Caspar provides a road-map for future success.

Preceding that discussion however, host Joe is joined by PMW's News Reporter Reem Makari (2:19) to dissect the latest IPA Bellwether report, covering Q1 of 2025. Marred by resoundingly negative sentiment from those surveyed, the pair discuss the future of the UK's advertising industry and whether or not things will trend upwards in the future or continue to decline.

This podcast was hosted by PMW's Multimedia Editor, Joseph Arthur.

~ Episode breakdown ~

(2:19) Dissecting the latest IPA Bellwether report

(15:53) Caspar Lee talks about the inception of his influencer marketing business

(27:48) How brands and creators can foster partnerships that last

(38:28) PMW's Resell Me a Pen Challenge

~ Further reading ~

IPA Bellwether: UK adspend declines for the first time in four years

Creators and brands are misaligned on what they want partnerships to achieve

‘The traditional consumer is dead’: Industry responds to Unilever CEO’s bold influencer marketing plans

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