The influencer landscape is constantly evolving. The way in which consumers engage with influencer content and the channels used to reach audiences are changing at a rapid pace. Brands that are able to authentically work with influencers and engage their communities have an opportunity to amplify their brand’s message beyond traditional means. But recent events such as Fyre Festival, illustrate the potential damage and issues brands face when partnering with influencers.

The third installment of PRWeek’s Influencer Breakfast Briefing will bring together industry practitioners from leading brands and agencies who will discuss the latest opportunities and threats to this burgeoning channel.

Join us at Regent Street Cinema this September to learn what’s new in influencer marketing:

  • The latest in influencer regulation and compliance - what brands and agencies need to know
  • How to build influence activity into marcomms campaigns to support brand objectives
  • How brands and agencies are measuring and evaluating their influencer activity to prove ROI
  • Addressing the ongoing in-house debate - where should influencer marketing sit and who should lead on it?

Agenda is subject to change. More speakers will be confirmed shortly.

Book now to guarantee your place for £199 +VAT. PRWeek subscribers can book for £179 +VAT.


08:30 Registration
09:00 Chair’s opening remarks

Danny Rogers, Editor-in-Chief, PRWeek

09:05 The latest in influencer regulation and compliance and what it means for brands, agencies and influencers

Presentation and Q&A

  • An overview of the CMA’s guide for social media endorsements
  • Exploring the CMA and ASA’s action plan to encourage influencers and brands to be more transparent and the consequences if they are not
  • Retrofitting advertising guidelines based on past posts - to what extent do brands and influencers have to make past commercial partnerships clear?

Jason Freeman, Legal Director, Competition and Markets Authority
Chris Stokel-Walker, Freelance Journalist

09:35 Integrating influencer marketing into the wider marcomms mix

Case study

  • Brand building: what impact are influencers having on brand awareness and corporate reputation?
  • What does the true integration of influencer marketing look like in practice and what are the benefits and results?
  • Influencer measurement and evaluation - proving the effectiveness of influencer marketing

Lisa Targett, UK General Manager, Tribe
Nichole Izzo, Head of Marketing for North West Europe, Logitech

09:55 The Index of Influence - what do influencers really think about the industry?
  • Pitfalls to avoid and how much content is too much content
  • What influencers want when engaging in a brand partnership
  • When influencers would consider working with brands looking to change their reputation

Dominic Payling, Head of Planning and Insights, MSL UK

10:10 What does the future hold for influencer marketing?

Panel discussion

  • Moving beyond vanity metrics: what practical steps need to be taken to standardise frameworks and improve measurement and attribution?
  • Long-term relationships vs one off stunts: what will brand and influencer interactions looks like and who will own the relationship?
  • Future channels: what new channels are on the rise and which ones hold the most promise?
  • Fraud and fake followers: what action needs to be taken to reduce fraudulent activity on platforms?

Morgan Evans, Head of Communications (Europe), Samsung
Dom Smales, CEO and Founder, Gleam Futures
Arron Shepherd, Co-Founder, Goat
Dr Sarah- Jayne Gratton, Founding Partner, The Influencers
Edward Brittain, Social & Influencer Planner, MSL UK

10:55 Chair's closing remarks

Danny Rogers, Editor-in-Chief, PRWeek

11:00 Close of briefing


Arron Shepherd, Co-founder, Goat

Arron is a serial investor and entrepreneur with years of experience in the digital marketing industry. After working client side Arron discovered the power of influencer marketing to drive real value for brands, this drove him to establish The Goat Agency and scale this value to a wider market. 4 years later and Goat has over 120 staff, 3 international offices and runs global campaigns for the likes of Malibu, Lidl, Nivea, Uber and more. Arron’s industry experience has not only given him insight into what is required to deliver fast growth, but with his experience as an Investor, Founder and Agency Director he is uniquely positioned to offer insight on all aspects of entrepreneurship and influencer marketing.

Chris Stokel-Walker, Freelance Journalist

Chris Stokel-Walker is a journalist for the BBC, New York Times, Economist and Wired, and author of YouTubers: How YouTube shook up TV and created a new generation of stars, published by Canbury Press in May 2019.

Danny Rogers, Editor-in-Chief, PRWeek UK

Danny Rogers is one of the UK’s pre-eminent journalists covering the world of advertising, PR, marketing and media. He has edited PRWeek and been deputy editor of Marketing. Danny has also been a contributing editor to the Financial Times and the Guardian. He has won Editor of the Year at the British Society of Magazine Editors and been twice shortlisted as Editor of the Year by the PPA. Danny is also a frequent contributor to broadcast and print media, including a regular column in the Independent.

Dominic Payling, Head of Planning and Insights, MSL UK

Dominic has 20 years’ in-house marketing, market research and agency-side planning experience including global corporate and consumer brand campaigns and CR programmes. He heads up the strategic planning, insight and measurement team at MSL London. Dominic is an award winning insight and creativity expert who learnt his craft working for P&G, Audi, Budweiser, Coca-Cola, Disney, Nestlé, Philips and Rolex. He leads MSL’s influencer marketing offer including its proprietary tool, Fluency which helps brands to identify partnerships and manage, activate, measure and amplify influencer campaigns at any scale. MSL have this year won a host of awards for their first of its kind, year-long influencer campaign, #BehindCarDoors for Renault. The authentic and hilarious dash cam series fronted by Mother Pukka and Father of Daughters is now also nominated for a PR Week Award after it shifted brand perception of the All New Renault Scenic and saw unprecedented engagement with influencer branded content.

Dom Smales, CEO and Founder, Gleam Futures

Dominic Smales set up Gleam Futures in 2010 initially to help online communities connect for mutual benefit. This evolved quickly into managing ‘Digital First Talent’, a term coined to describe entertainers and content creators who have used social media platforms as the first place to build an audience. Gleam has become the biggest Digital First talent management company in the world. Gleam Futures develops the careers of its roster across all forms of media and entertainment including; publishing, film, TV, Licencing and merchandising.

Edward Brittain, Social & Influencer Planner, MSL UK

Edward has worked across every aspect of social media. From organic strategies during his time at Electronic Arts for some of the largest games in the world (FIFA, Apex Legends, Sims) to paid social in a planning role at MediaCom (P&G, EY, Indeed). Analytical in nature with social listening, data science and API experience through to creative strategy and campaign ideation. Alongside this diverse range of social skills Edward has been involved in influencer campaigns as the industry has boomed in the last few years. Finding micro influencers to test mobile phones or represent Skype at Lady Gaga concerts through to voice over celebrities.

Jason Freeman, Legal Director, UK Competition and Markets Authority

Jason Freeman is a Legal Director at the UK Competition and Markets Authority, having previously been a Legal Director at the OFT. He has particular experience of litigating consumer enforcement, online technology and investigations, cross border enforcement and analysis of markets. Currently he has been working on enforcement which secured £2.3m of redress for consumers in the care homes sector, development of guidance for care homes, celebrity endorsements on social media and a Supercomplaint on loyalty penalties.

Lisa Targett, UK General Manager, Tribe

Lisa Targett is UK General Manager of TRIBE, the self-serve marketplace that connects brands with everyday people to celebrate them through beautiful content. After working for some of the world’s leading publishers (Telegraph, Daily Mail, Microsoft, Channel 9), Lisa saw the opportunity to take part in solving the industry’s biggest challenge: delivering increasing amounts of content, quickly in a cost-effective way. In her first two years at the helm, TRIBE has partnered with some of the world’s biggest brands like Waitrose, Rimmel, Amazon, TikTok & Unilever - attracting a new round of investment and the attention of the world’s most decorated marketer Keith Weed (ex-CMCO Unilever) when he came on board as an investor himself.

Nichole Izzo, Head of Marketing for North West Europe, Logitech

Dr Sarah-Jayne Gratton - Founding Partner, The Influencers

Dr Sarah-Jayne Gratton is a founding partner of London-based agency, The Influencers. She is a leading technology influencer and futurist, specialising in emerging technologies and covering trends in artificial intelligence, machine learning, IoT, and mixed reality. Her clients include global technology giants Siemens, Ericsson, IBM, Vodafone and Oracle.

Book now to guarantee your place for £199 +VAT. PRWeek subscribers can book for £179 +VAT.

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For booking assistance or any other enquires, please call +44 (0)20 8267 4011 or email conferences@haymarket.com.
Please note that this agenda is subject to change.