How brands can fix their partnerships with creators
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
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Performance Marketing Unlocked
The podcast that gets beneath the surface of the biggest issues in performance marketing – from TikTok and ChatGPT, to the metaverse and PPC.
From the Haymarket editorial team behind the daily publication Performance Marketing World (PMW) and its annual PMW Unlocked event, this podcast combines expert advice with community contributions to help practitioners and managers alike get the most out of the latest techniques and technology in this fast moving industry.
In each episode, the PMW editorial team interviews top marketers from brands, agencies, trade bodies and platforms to reveal their secrets to success, what good looks like and how to get it right. We discuss what they think is overrated and underrated in the industry, they give us their best practice and attempt the renowned PMW Re-sell Me A Pen challenge.
This podcast gives you all the insights, expertise and world-class speakers from the Unlocked event, but available in your pocket all year round, keeping you up to date with the latest and greatest in performance marketing.
Listeners can interact with the podcast guests via the bespoke LinkedIn community, PMW Unlocked, where they can send questions, take part in polls and get exclusive insights from previous and future speakers at the Unlocked event.
This is performance marketing, unlocked.
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- No. of episodes: 100
- Latest episode: 2025-05-20
- Business News Marketing Business News
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