August 11, 2020

The modern reality of influencer marketing

Our Head of Influencer Talent in JAPAC, Sophie Crowther, makes her podcast debut with The Drum in the latest episode of The Drum Network Podcast!

In this episode, which is the second in the series, Sophie shares her insights on how we can best work with creators and the value of influencer marketing to brands, more so now than ever before.

“Creators are now speaking up about issues that are extremely important”

Sophie also explores the importance of longer term partnerships with creators and how building a positive relationship with them will benefit both the brand and the talent far more so than a simple transaction of services.

man in white crew neck top raising hi left hand
Photo by Oladimeji Ajegbile on

Sophie has been Head of Influencer Talent for BB APAC for 3 years and before that was working for the London team for 3 years across Influencer Strategy, Talent Management and Audience Development. She has worked across numerous influencer campaigns with some of the biggest influencers in the world. She has worked with high-profile brands such as SK-II, ANA, Accor Hotels, Evian, Lark, Internet Watch Foundation and Jaguar Land Rover managing all influencer and talent engagements as well as production management and overall campaign delivery on a regional and local level.