influencers
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Why B2B influencers are an essential spend for marketers
With B2B influencers on the rise, experts in the region advise marketers to prioritise trust and credibility over visibility and metrics. Meanwhile, an emerging business to human (B2H) trend is overtaking B2B storytelling.
Bats, reels, and buys: The new IPL media mix
From creator collabs to AR chefs, IPL 2025 proves brands must chase relevance across memes, match breaks, and micro-moments—not just media buys.
Unilever influencer focus: Are creators leaving PR in the dust?
As Unilever’s new CEO invests heavily in influencers, casting doubt upon corporate messaging from brands, the state of the comms market is reexamined.
Not every brand or company needs to build AI to leverage it: Google's Sapna Chadha on finding balance in SEA's creator economy
Amidst the AI gold rush, Google's Southeast Asia VP offers CMOs practical wisdom: Demonstrate value from existing tools before seeking new budgets, invest in prompt engineering expertise, and remember that while technology evolves rapidly, authenticity remains the currency that no algorithm can mint.
Unilever CEO: 'Spend on social will jump from 30% to 50%'
Fixing geographical issues in China and Indonesia and accelerating India are among Fernandez’s key priorities.
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Indonesian creators produce the most content in Southeast Asia: GroupM study
The 'State of the Creator Economy’ report was released during GroupM's content day in Jakarta, led by GOAT, its data-driven influencer marketing agency.
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