Evolution of storytelling formats with The Fifth's, MD, Oliver Lewis Artwork

The Influencer Marketing Lab

The Influencer Marketing Lab is a weekly podcast covering the influencer marketing industry. Each episode Scott Guthrie talks with topic experts about the industry - the business, the tech, the key themes and the media coverage. They examine what's making the news; where it's being reported and why; they then offer a blend of thoughtful analysis. They also dig into the big business themes surrounding influencer marketing. Influencer marketing works. The sector has grown x20 in the last five years and is now valued at $10 billion dollars. But growth spurts are often accompanied by growing pains. Influencer marketing is no exception. The industry is plagued by negative media headlines, charges of influencer fraud, a lack of transparency, and a perception that success is difficult to measure. This podcast gives marketers and business owners the lowdown on this fast-growth sector. Scott Guthrie an influencer marketing management consultant, conference speaker, guest university lecturer, top 10 blogger, and media commentator. World-renowned marketer Mark W. Schaefer has called him "the leading voice of influencer marketing". Take a listen and decide for yourself.

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The Influencer Marketing Lab

Evolution of storytelling formats with The Fifth's, MD, Oliver Lewis

September 09, 2020 • Scott Guthrie • Episode 2

Episode 2 of the Influencer Marketing Lab - a weekly podcast tracking the growth spurts and growing pains of influencer marketing.

This podcast is sponsored by Tagger the data-driven influencer marketing platform and social listening tool.

This week Scott Guthrie is in conversation with Oliver Lewis MD of The Fifth group - a creative and strategic influencer marketing agency and talent agency.

The Fifth group is owned by and sits within News UK alongside a stable of other media businesses including The Times, Sunday Times, Wireless Radio and the Sun.

The discussion covers:

What it's like being owned by a mainstream media titan
Whether influencer marketing can ever de-thrown TV as the largest advertising category. [Spoiler alert: yes we think it can]
Evolution of storytelling formats
Challenges of artificial intelligence
Importance of nurturing a positive organisational culture within an agency
Industry's pivot from a creative-led strategy to a talent-led strategy

For more information visit influencermarketinglab.com

👍Check out the Influencer Marketing Lab for full show notes, related useful links and a transcript.

🆕 Don't forget to sign up for the companion newsletter The Creator Briefing ( https://www.creatorbriefing.com/ ) - the weekly newsletter from Scott Guthrie which provides a breakdown of all the major news from the creator marketing industry alongside his insight and analysis.