In this episode, we’re joined by Donatas Smailys, CEO & Co-founder of Billo — the world’s largest UGC video ad marketplace and a Meta Top 10 Creative Partner globally. Donatas shares his perspective on fake UGC, AI-generated content, and what brands and creators need to do to stay ahead in a changing content economy.
We explore why authentic content still wins, the ethical risks around cloned faces and avatars, and how Billo is building tools to help creators scale with performance data — without losing their human voice.

🎯 Key Topics Discussed:

1. The rise of fake UGC and why it’s a threat to brand trust
2. Why UGC still performs better than polished content
3. How AI can help creators scale (without replacing them)
4. Brand safety concerns with cloned faces and AI influencers
5. What social listening can reveal about your audience
6. How Billo vets creators before matching with brands
7. What’s next for UGC platforms in the AI era
8. Donatas’s favorite books, video games, and future predictions




Check out the three most downloaded episodes: 

• Exploring the Evolving Landscape of Influencer Marketing with Aaron King

• Exploring the Growth of Influencer Marketing in the Age of Web 3.0 with Scott Guthrie 

• The Rise of Influencer Marketing and its Impact on Digital Marketing with Oliver Lewis

If you are interested in being a guest on IMpulse: The Influencer Marketing Podcast, please complete this form: fame.so/phl-guest


Connect with us on a deeper level here: https://beacons.ai/getphyllo

Check out what you can do with Phyllo here: https://www.getphyllo.com

Want to get in touch with Phyllo?
[email protected]

In this episode, we’re joined by Brooks Miller, EVP of Creators at Edelman — the world’s largest independent PR firm. From building Twitter’s creator ecosystem to leading Edelman’s global influencer practice, Brooks has been at the forefront of how brands and creators build trust, navigate risks, and drive real cultural impact.
We dive deep into the future of creator marketing, the importance of co-creation, how brands can walk the tightrope in sensitive cultural moments, and why protecting creator humanity and mental health is more important than ever.

🎯 Key Topics Discussed:

1. How brands can future-proof with co-creation & CreatorLab
2. Edelman’s Creator Trust Score & why vetting is non-negotiable
3. What Pantene’s Alex Earl campaign teaches us about risk & fun
4. Why social listening is essential for cultural relevance
5. Creator burnout, mental health & the role of agencies
6. The future of creators in shaping products, culture & policy
7. Why LinkedIn is the next big opportunity for creator marketing


Check out the three most downloaded episodes: 

• Exploring the Evolving Landscape of Influencer Marketing with Aaron King

• Exploring the Growth of Influencer Marketing in the Age of Web 3.0 with Scott Guthrie 

• The Rise of Influencer Marketing and its Impact on Digital Marketing with Oliver Lewis

If you are interested in being a guest on IMpulse: The Influencer Marketing Podcast, please complete this form: fame.so/phl-guest


Connect with us on a deeper level here: https://beacons.ai/getphyllo

Check out what you can do with Phyllo here: https://www.getphyllo.com

Want to get in touch with Phyllo?
[email protected]

🎙️ Welcome to S3E018 of IMpulse, the Influencer Marketing Podcast — brought to you by Phyllo.

👀 See what you can build with Phyllo: https://www.getphyllo.com/?utm_source...


🔗  Secure your Brand with Phyllo: https://www.getphyllo.com/social-scre...


In this episode, we’re joined by Michael Kempner, Founder & CEO of MikeWorldWide (MWW) — one of the world’s most respected independent PR agencies. With over 38 years at the helm, Michael shares timeless lessons on building trust, managing reputational risk, and staying culturally relevant in a world of “permacrisis.”

We discuss how MWW blends AI innovation with human storytelling, their crisis simulation strategies, and what it really takes to lead a people-first agency at scale. Michael also shares his thoughts on creator partnerships, risk mitigation, and the role of empathy and authenticity in modern PR.

🎯 Key Topics Discussed:

1. Building trust through authenticity in PR & creator marketing
2. How MWW integrates AI to mitigate brand risk
3. The concept of “permacrisis” & reputation management
4. Crisis simulation: how brands pressure-test their response systems
5. How to future-proof your agency culture with innovation
6. The role of social listening in cultural relevance
7. Lessons from 30+ years of client retention and leadership
7. Why peace of mind is a learned leadership skill


Check out the three most downloaded episodes: 

• Exploring the Evolving Landscape of Influencer Marketing with Aaron King

• Exploring the Growth of Influencer Marketing in the Age of Web 3.0 with Scott Guthrie 

• The Rise of Influencer Marketing and its Impact on Digital Marketing with Oliver Lewis

If you are interested in being a guest on IMpulse: The Influencer Marketing Podcast, please complete this form: fame.so/phl-guest


Connect with us on a deeper level here: https://beacons.ai/getphyllo

Check out what you can do with Phyllo here: https://www.getphyllo.com

Want to get in touch with Phyllo?
[email protected]

🎙️ Welcome to S3E17 of IMpulse, the Influencer Marketing Podcast — brought to you by Phyllo.

👉  See what you can build with Phyllo: https://www.getphyllo.com/?utm_source...

🔗  Secure your Brand with Phyllo: https://www.getphyllo.com/social-scre...

In this episode, we’re joined by Diogo Ferreira, Director of Influencer Marketing at Webedia Creators — a global powerhouse building brand-safe, culturally relevant creator campaigns across 15 countries.

From managing creator-brand alignment in Brazil’s passionate creator ecosystem to leveraging AI for influencer vetting and content safety, Diogo shares how Webedia balances creative freedom with risk management. He dives into how they stay on top of shifting conversations through social listening, why micro-creators are the next big thing, and what “freedom with responsibility” really looks like in influencer campaigns.

This episode is a masterclass in scaling safe and effective campaigns — without losing the human touch.

🎯 Key Topics Discussed:

1. Webedia’s approach to influencer vetting and AI-powered risk checks
2. Building creator-brand alignment from the start
3. Why niche creators are outperforming large ones in engagement
4. The role of social listening in campaign strategy
5. Balancing creative freedom with brand safety
6. The future of tech in creator partnerships
7. Culture, community, and creator trust in Brazil


Check out the three most downloaded episodes: 

• Exploring the Evolving Landscape of Influencer Marketing with Aaron King

• Exploring the Growth of Influencer Marketing in the Age of Web 3.0 with Scott Guthrie 

• The Rise of Influencer Marketing and its Impact on Digital Marketing with Oliver Lewis

If you are interested in being a guest on IMpulse: The Influencer Marketing Podcast, please complete this form: fame.so/phl-guest


Connect with us on a deeper level here: https://beacons.ai/getphyllo

Check out what you can do with Phyllo here: https://www.getphyllo.com

Want to get in touch with Phyllo?
[email protected]

🎙️ Welcome to S3E016 of IMpulse, the Influencer Marketing Podcast — brought to you by Phyllo.

🔍  Explore what you can build with Phyllo: https://www.getphyllo.com/?utm_source...

🔗 Secure your Brand with Phyllo: https://www.getphyllo.com/social-scre...

In this episode, we’re joined by Elijah Khasabo, the 21-year-old co-founder of Vidovo, a rapidly growing UGC marketplace built completely without ads or outside funding. Elijah walks us through how a single $50 video that hit 14M organic views changed his life—and sparked the creation of a platform that’s helping brands tap into authentic, high-performing short-form content at scale.

🎯 Key Topics Discussed:

• Building a UGC marketplace from scratch (and bootstrapped)
  
  
• The $50 video that got 14M views
  
  
• Creator vetting: what brands should really look for
  
  
• Retail-ready UGC: the new wave of demand
  
  
• Why “authenticity” is overhyped—and what really works
  
  
• How Vidovo gets 25 creators/day organically
  
  
• The future of automation vs. human judgment in creator campaigns

Check out the three most downloaded episodes: 

• Exploring the Evolving Landscape of Influencer Marketing with Aaron King

• Exploring the Growth of Influencer Marketing in the Age of Web 3.0 with Scott Guthrie 

• The Rise of Influencer Marketing and its Impact on Digital Marketing with Oliver Lewis

If you are interested in being a guest on IMpulse: The Influencer Marketing Podcast, please complete this form: fame.so/phl-guest


Connect with us on a deeper level here: https://beacons.ai/getphyllo

Check out what you can do with Phyllo here: https://www.getphyllo.com

Want to get in touch with Phyllo?
[email protected]

🎙️ Welcome to S3E015 of IMpulse, the Influencer Marketing Podcast — brought to you by Phyllo.


👉 Discover what you can build with Phyllo: https://www.getphyllo.com/?utm_source...

🔗  Secure your Brand with Phyllo: https://www.getphyllo.com/social-scre...

In this episode, we’re joined by Megan Driscoll, Founder & CEO of EvolveMKD — a fiercely independent PR agency reshaping influencer marketing in healthcare, beauty, and wellness.

From launching one of the biggest comeback campaigns for HydraFacial to navigating the tightrope between creativity and regulatory compliance, Megan reveals the systems and thinking behind Evolve’s award-winning work.

She shares how her team selects “Phys-Influencers,” manages brand risk, and builds long-term trust with creators in highly scrutinized industries. You’ll also hear her thoughts on cancel culture, the future of AI in vetting and approvals, and why performance-driven creativity is the future of PR.

🎯 Key Topics Discussed:
1.Balancing storytelling with FDA-compliant messaging
2.Why “Phys-Influencers” are the future of healthcare campaigns
3.How Evolve uses AI and Airtable for creator vetting
4.Lessons from the HydraFacial campaign turnaround
5.The impact of political commentary on brand safety
6.The evolving expectations from today’s creators
7.What PR agencies need to survive the AI era




Check out the three most downloaded episodes: 

• Exploring the Evolving Landscape of Influencer Marketing with Aaron King

• Exploring the Growth of Influencer Marketing in the Age of Web 3.0 with Scott Guthrie 

• The Rise of Influencer Marketing and its Impact on Digital Marketing with Oliver Lewis

If you are interested in being a guest on IMpulse: The Influencer Marketing Podcast, please complete this form: fame.so/phl-guest


Connect with us on a deeper level here: https://beacons.ai/getphyllo

Check out what you can do with Phyllo here: https://www.getphyllo.com

Want to get in touch with Phyllo?
[email protected]

🎙️Welcome to S3E014 of IMpulse, the Influencer Marketing Podcast — brought to you by Phyllo.

👉 Explore what you can build with Phyllo: https://www.getphyllo.com/?utm_source...

🔗  Secure your Brand with Phyllo: https://www.getphyllo.com/social-scre...

In this episode, we dive into the Latin American creator economy with Bianca Boucault (Head of Digital Marketing) and Michelle Quiroz (Sr. Account Manager, Influencer Marketing) at Sherlock Communications — one of LATAM’s most awarded communications agencies.

They share how Sherlock helps global brands localize their influencer campaigns for Latin America, combining deep cultural insight with data-driven creator vetting. From vetting thousands of creators to managing region-specific risks and working with clients like the Norwegian Seafood Council, they break down what it really takes to succeed in this complex, vibrant region.

Bianca and Michelle also discuss the rise of AI tools, how creators are becoming brands themselves, and why the future of Latin America’s influencer marketing scene is bigger than anyone expects.


🎯  Key Topics Discussed:
1. Common mistakes brands make when entering the LATAM creator market
2. How Sherlock vets creators and prevents brand reputation risks
3. Why localization goes far beyond language
4. The surprising power of niche influencers
5. Real-world influencer campaign examples from LATAM
6. How creators in the region are charging like global celebrities
7. The role of AI tools in scaling influencer campaigns


Check out the three most downloaded episodes: 

• Exploring the Evolving Landscape of Influencer Marketing with Aaron King

• Exploring the Growth of Influencer Marketing in the Age of Web 3.0 with Scott Guthrie 

• The Rise of Influencer Marketing and its Impact on Digital Marketing with Oliver Lewis

If you are interested in being a guest on IMpulse: The Influencer Marketing Podcast, please complete this form: fame.so/phl-guest


Connect with us on a deeper level here: https://beacons.ai/getphyllo

Check out what you can do with Phyllo here: https://www.getphyllo.com

Want to get in touch with Phyllo?
[email protected]

🎙️ Welcome to S3E13 of IMpulse, the Influencer Marketing Podcast — brought to you by Phyllo.

👉 See what you can build with Phyllo: https://www.getphyllo.com/?utm_source...

🔗  Secure your Brand with Phyllo: https://www.getphyllo.com/social-scre...

In this episode, we’re joined by Colleen O’Hara, EVP and Head of Chicago Digital at Zeno Group — a global integrated communications agency transforming how brands approach digital storytelling, influencer marketing, and brand safety.
Colleen unpacks how Zeno’s team works with 500+ creators annually to deliver campaigns that are creative, compliant, and scalable. From using AI for vetting and trendspotting to fostering long-term creator partnerships, Colleen shares what it really takes to manage risk while still staying culturally relevant.
She also dives into Zeno’s in-house AI Hive tool for identifying emerging social trends, the importance of “fewer, bigger, better” partnerships, and why human storytelling will always win in an AI-driven world.

🎯 Key Topics Discussed:
1. How Zeno Group manages 500+ creators across campaigns
2. Using AI for influencer vetting & brand safety
3. The return of micro-influencers & why they now outperform
4. Fewer, better, long-term creator partnerships vs media buys
5. AI trendspotting with Zeno’s in-house “Hive” tool
6. Why fake faces can’t build real influence
7. Future of AI agents & human-AI collaboration in marketing




Check out the three most downloaded episodes: 

• Exploring the Evolving Landscape of Influencer Marketing with Aaron King

• Exploring the Growth of Influencer Marketing in the Age of Web 3.0 with Scott Guthrie 

• The Rise of Influencer Marketing and its Impact on Digital Marketing with Oliver Lewis

If you are interested in being a guest on IMpulse: The Influencer Marketing Podcast, please complete this form: fame.so/phl-guest


Connect with us on a deeper level here: https://beacons.ai/getphyllo

Check out what you can do with Phyllo here: https://www.getphyllo.com

Want to get in touch with Phyllo?
[email protected]

Welcome to S3E012 of IMpulse, the Influencer Marketing Podcast — brought to you by Phyllo.
👀 See what you can build with Phyllo: https://www.getphyllo.com/?utm_source...

In this episode, we’re joined by Mae Karwowski, Founder & CEO of Obviously — one of the most tech-forward influencer marketing agencies globally, now backed by WPP. Mae has scaled Obviously from a bootstrap startup to a global agency that runs campaigns with over 200,000 creators for top brands like Google, Amazon, Ulta Beauty, and Facebook.

We dive into how Mae built an AI-driven engine to vet creators at scale, how Obviously balances brand safety with creative freedom, and what brands must know to navigate creator partnerships in 2025. From building tech in-house to pioneering performance-driven influencer strategies, Mae unpacks what scalable influence really looks like today.

🎯 Key Topics Discussed:
1. How Obviously scaled to 200K+ creators & runs global campaigns
2. Why influencer vetting is the new hygiene factor
3. How to define “brand-safe” creators in 2025
4. What brands get wrong about creator risk & censorship
5. The “tightrope” of aligning creator authenticity with brand compliance
6. Why AI + humans is the future of influencer background checks
7. Vetting performance vs personality — where to draw the line
8. Micro-influencers vs Celebrities: Who drives more trust?
9. How creators can future-proof their brand partnerships
10. What’s next for influencer marketing compliance


Check out the three most downloaded episodes: 

• Exploring the Evolving Landscape of Influencer Marketing with Aaron King

• Exploring the Growth of Influencer Marketing in the Age of Web 3.0 with Scott Guthrie 

• The Rise of Influencer Marketing and its Impact on Digital Marketing with Oliver Lewis

If you are interested in being a guest on IMpulse: The Influencer Marketing Podcast, please complete this form: fame.so/phl-guest


Connect with us on a deeper level here: https://beacons.ai/getphyllo

Check out what you can do with Phyllo here: https://www.getphyllo.com

Want to get in touch with Phyllo?
[email protected]

Welcome to S3E011 of IMpulse, the Influencer Marketing Podcast!
IMpulse is brought to you by Phyllo.

👉 Check out what you can do with Phyllo: https://www.getphyllo.com/?utm_source...

In this episode, we’re joined by Chelsea Jarred, Founder and Director of Grapevine PR, a boutique Australian PR agency behind some of the country’s most iconic food and wellness brands. With over 15 years of experience, Chelsea reveals how her agency balances brand safety, influencer vetting, and authentic storytelling to create campaigns that actually work.

From launching lo-fi influencer content to embracing TikTok Shop and live shopping, Chelsea shares what PR teams must do to adapt in 2025 and beyond. You’ll also hear how her team ensures brand fit, manages compliance manually and with AI, and why Gen Z grocery buyers are driving major shifts in FMCG marketing.

🎙️ Key Topics Discussed:
1. Grapevine PR’s evolution and philosophy behind food & wellness marketing
2. Why TikTok is the “Wild West” for FMCG—and why that’s a good thing
3. The power of TikTok Shop and its impact on the customer journey
4. The agency’s influencer vetting process and manual social media checks
5. Where AI can support (but not replace) PR teams
6. How to create lo-fi influencer content that feels human and drives trust
7. Cancel culture, risk management, and brand safety in the digital age


Check out the three most downloaded episodes: 

• Exploring the Evolving Landscape of Influencer Marketing with Aaron King

• Exploring the Growth of Influencer Marketing in the Age of Web 3.0 with Scott Guthrie 

• The Rise of Influencer Marketing and its Impact on Digital Marketing with Oliver Lewis

If you are interested in being a guest on IMpulse: The Influencer Marketing Podcast, please complete this form: fame.so/phl-guest


Connect with us on a deeper level here: https://beacons.ai/getphyllo

Check out what you can do with Phyllo here: https://www.getphyllo.com

Want to get in touch with Phyllo?
[email protected]