IMpulse - The Influencer Marketing Podcast

In this episode, we’re joined by Dylan MacNamara, SVP of Talent & Creative Partnerships at Gallery Media Group, the force behind PureWow, 1.37PM, and the Gallery Podcast Company. From his early days at Bleacher Report, where he helped build House of Highlights, to now shaping brand partnerships at Gallery — Dylan brings a rare dual lens into both sports media and lifestyle culture. We explore how creators are selected at scale, how Gallery balances influence and integrity, and what it really means to “make positivity louder.” Dylan opens up about vetting, AI creators, live shopping, brand safety, and the evolution of creator-brand-tech partnerships — with hot takes on MrBeast, IShowSpeed, and more. 🎯 Key Topics Discussed: 1. How Bleacher Report embraced creator culture before it was cool 2. Building House of Highlights and the rise of Omar Raja 3. Why “Make Positivity Louder” isn’t just a motto — it’s a filter 4. What makes Gallery’s creator vetting process so rigorous 5. His honest take on AI creators and the tools that can empower humans 6. Campaigns that blend celebrity, influencers, and cultural relevance 7. The future of influencer tech: live shopping, social listening & experiential 8. Why he’d rather follow IShowSpeed than MrBeast 9. How niche creators are winning the internet 10. Book recs from the Atlantic Ocean to old-school Hollywood

In this episode, we’re joined by Julianne Skrivan, AVP of Community at Her Campus Media — a Gen Z-first agency that has built a community of over 100,000 creators. Julianne shares the behind-the-scenes on how they vet creators at scale, nurture trust, and stay rooted in authenticity — even while managing big brand partnerships. We dive into Gen Z creator trends, why Instagram is now the “serious” platform, how community-led insights shape strategy, and why the future of influencer marketing is peer-powered. From building safe creator networks to balancing manual vetting with automation, this episode is a must-listen for anyone working with Gen Z creators. 🎯 Key Topics Discussed: 1. What Gen Z creators really want from brand deals 2. How Her Campus balances scale, trust & authenticity 3. Why manual vetting is still critical — even with 100K creators 4. How college athletes are shaping the next wave of creators 5. Social listening and pulse checks: how they spot risks and trends 6. The future of community-building and Gen Alpha creators 7. The secret to brand-safe UGC that still feels real

In this episode, we’re joined by Andrew Bloch, Founder of Andrew Bloch & Associates and Co-founder of Frank — one of the most culturally influential PR agencies in the UK. He’s also a trusted advisor to Lord Sugar and several The Apprentice winners. Andrew shares powerful lessons from decades of experience helping top brands and public figures navigate creator controversies, viral meme culture, and high-stakes PR crises. We explore the blurred lines between creators and media, how fake UGC can backfire, and why brand safety needs to evolve fast in the age of AI. 🎯 Key Topics Discussed: 1. How top brands handle risky creators & controversial influencers 2. Lessons from the Adidas–Kanye West and Coldplay–Astronomer crises 3. Can brands use meme culture without risking their reputation? 4. Role of speed, empathy & preparation in modern PR 5. Why AI will change the way PR is done — and how to adapt 6. What creators need to know about brand safety vetting 7. How to protect reputation in a world of deepfakes and fake UGC

In this episode, we’re joined by Donatas Smailys, CEO & Co-founder of Billo — the world’s largest UGC video ad marketplace and a Meta Top 10 Creative Partner globally. Donatas shares his perspective on fake UGC, AI-generated content, and what brands and creators need to do to stay ahead in a changing content economy. We explore why authentic content still wins, the ethical risks around cloned faces and avatars, and how Billo is building tools to help creators scale with performance data — without losing their human voice. 🎯 Key Topics Discussed: 1. The rise of fake UGC and why it’s a threat to brand trust 2. Why UGC still performs better than polished content 3. How AI can help creators scale (without replacing them) 4. Brand safety concerns with cloned faces and AI influencers 5. What social listening can reveal about your audience 6. How Billo vets creators before matching with brands 7. What’s next for UGC platforms in the AI era 8. Donatas’s favorite books, video games, and future predictions

In this episode, we’re joined by Brooks Miller, EVP of Creators at Edelman — the world’s largest independent PR firm. From building Twitter’s creator ecosystem to leading Edelman’s global influencer practice, Brooks has been at the forefront of how brands and creators build trust, navigate risks, and drive real cultural impact. We dive deep into the future of creator marketing, the importance of co-creation, how brands can walk the tightrope in sensitive cultural moments, and why protecting creator humanity and mental health is more important than ever. 🎯 Key Topics Discussed: 1. How brands can future-proof with co-creation & CreatorLab 2. Edelman’s Creator Trust Score & why vetting is non-negotiable 3. What Pantene’s Alex Earl campaign teaches us about risk & fun 4. Why social listening is essential for cultural relevance 5. Creator burnout, mental health & the role of agencies 6. The future of creators in shaping products, culture & policy 7. Why LinkedIn is the next big opportunity for creator marketing

In this episode, we’re joined by Michael Kempner, Founder & CEO of MikeWorldWide (MWW) — one of the world’s most respected independent PR agencies. With over 38 years at the helm, Michael shares timeless lessons on building trust, managing reputational risk, and staying culturally relevant in a world of “permacrisis.” We discuss how MWW blends AI innovation with human storytelling, their crisis simulation strategies, and what it really takes to lead a people-first agency at scale. Michael also shares his thoughts on creator partnerships, risk mitigation, and the role of empathy and authenticity in modern PR. 🎯 Key Topics Discussed: 1. Building trust through authenticity in PR & creator marketing 2. How MWW integrates AI to mitigate brand risk 3. The concept of “permacrisis” & reputation management 4. Crisis simulation: how brands pressure-test their response systems 5. How to future-proof your agency culture with innovation 6. The role of social listening in cultural relevance 7. Lessons from 30+ years of client retention and leadership 7. Why peace of mind is a learned leadership skill

In this episode, we’re joined by Diogo Ferreira, Director of Influencer Marketing at Webedia Creators — a global powerhouse building brand-safe, culturally relevant creator campaigns across 15 countries. From managing creator-brand alignment in Brazil’s passionate creator ecosystem to leveraging AI for influencer vetting and content safety, Diogo shares how Webedia balances creative freedom with risk management. He dives into how they stay on top of shifting conversations through social listening, why micro-creators are the next big thing, and what “freedom with responsibility” really looks like in influencer campaigns. This episode is a masterclass in scaling safe and effective campaigns — without losing the human touch. 🎯 Key Topics Discussed: 1. Webedia’s approach to influencer vetting and AI-powered risk checks 2. Building creator-brand alignment from the start 3. Why niche creators are outperforming large ones in engagement 4. The role of social listening in campaign strategy 5. Balancing creative freedom with brand safety 6. The future of tech in creator partnerships 7. Culture, community, and creator trust in Brazil

In this episode, we’re joined by Elijah Khasabo, the 21-year-old co-founder of Vidovo, a rapidly growing UGC marketplace built completely without ads or outside funding. Elijah walks us through how a single $50 video that hit 14M organic views changed his life—and sparked the creation of a platform that’s helping brands tap into authentic, high-performing short-form content at scale. 🎯 Key Topics Discussed: Building a UGC marketplace from scratch (and bootstrapped) The $50 video that got 14M views Creator vetting: what brands should really look for Retail-ready UGC: the new wave of demand Why “authenticity” is overhyped—and what really works How Vidovo gets 25 creators/day organically The future of automation vs. human judgment in creator campaigns

In this episode, we’re joined by Megan Driscoll, Founder & CEO of EvolveMKD — a fiercely independent PR agency reshaping influencer marketing in healthcare, beauty, and wellness. From launching one of the biggest comeback campaigns for HydraFacial to navigating the tightrope between creativity and regulatory compliance, Megan reveals the systems and thinking behind Evolve’s award-winning work. She shares how her team selects “Phys-Influencers,” manages brand risk, and builds long-term trust with creators in highly scrutinized industries. You’ll also hear her thoughts on cancel culture, the future of AI in vetting and approvals, and why performance-driven creativity is the future of PR. 🎯 Key Topics Discussed: 1.Balancing storytelling with FDA-compliant messaging 2.Why “Phys-Influencers” are the future of healthcare campaigns 3.How Evolve uses AI and Airtable for creator vetting 4.Lessons from the HydraFacial campaign turnaround 5.The impact of political commentary on brand safety 6.The evolving expectations from today’s creators 7.What PR agencies need to survive the AI era

In this episode, we dive into the Latin American creator economy with Bianca Boucault (Head of Digital Marketing) and Michelle Quiroz (Sr. Account Manager, Influencer Marketing) at Sherlock Communications — one of LATAM’s most awarded communications agencies. They share how Sherlock helps global brands localize their influencer campaigns for Latin America, combining deep cultural insight with data-driven creator vetting. From vetting thousands of creators to managing region-specific risks and working with clients like the Norwegian Seafood Council, they break down what it really takes to succeed in this complex, vibrant region. Bianca and Michelle also discuss the rise of AI tools, how creators are becoming brands themselves, and why the future of Latin America’s influencer marketing scene is bigger than anyone expects. 🎯 Key Topics Discussed: 1. Common mistakes brands make when entering the LATAM creator market 2. How Sherlock vets creators and prevents brand reputation risks 3. Why localization goes far beyond language 4. The surprising power of niche influencers 5. Real-world influencer campaign examples from LATAM 6. How creators in the region are charging like global celebrities 7. The role of AI tools in scaling influencer campaigns

In this episode, we’re joined by Colleen O’Hara, EVP and Head of Chicago Digital at Zeno Group — a global integrated communications agency transforming how brands approach digital storytelling, influencer marketing, and brand safety. Colleen unpacks how Zeno’s team works with 500+ creators annually to deliver campaigns that are creative, compliant, and scalable. From using AI for vetting and trendspotting to fostering long-term creator partnerships, Colleen shares what it really takes to manage risk while still staying culturally relevant. She also dives into Zeno’s in-house AI Hive tool for identifying emerging social trends, the importance of “fewer, bigger, better” partnerships, and why human storytelling will always win in an AI-driven world. 🎯 Key Topics Discussed: 1. How Zeno Group manages 500+ creators across campaigns 2. Using AI for influencer vetting & brand safety 3. The return of micro-influencers & why they now outperform 4. Fewer, better, long-term creator partnerships vs media buys 5. AI trendspotting with Zeno’s in-house “Hive” tool 6. Why fake faces can’t build real influence 7. Future of AI agents & human-AI collaboration in marketing

Welcome to S3E012 of IMpulse, the Influencer Marketing Podcast — brought to you by Phyllo. 👀 See what you can build with Phyllo: https://www.getphyllo.com/?utm_source... In this episode, we’re joined by Mae Karwowski, Founder & CEO of Obviously — one of the most tech-forward influencer marketing agencies globally, now backed by WPP. Mae has scaled Obviously from a bootstrap startup to a global agency that runs campaigns with over 200,000 creators for top brands like Google, Amazon, Ulta Beauty, and Facebook. We dive into how Mae built an AI-driven engine to vet creators at scale, how Obviously balances brand safety with creative freedom, and what brands must know to navigate creator partnerships in 2025. From building tech in-house to pioneering performance-driven influencer strategies, Mae unpacks what scalable influence really looks like today. 🎯 Key Topics Discussed: 1. How Obviously scaled to 200K+ creators & runs global campaigns 2. Why influencer vetting is the new hygiene factor 3. How to define “brand-safe” creators in 2025 4. What brands get wrong about creator risk & censorship 5. The “tightrope” of aligning creator authenticity with brand compliance 6. Why AI + humans is the future of influencer background checks 7. Vetting performance vs personality — where to draw the line 8. Micro-influencers vs Celebrities: Who drives more trust? 9. How creators can future-proof their brand partnerships 10. What’s next for influencer marketing compliance

Welcome to S3E011 of IMpulse, the Influencer Marketing Podcast! IMpulse is brought to you by Phyllo. 👉 Check out what you can do with Phyllo: https://www.getphyllo.com/?utm_source... In this episode, we’re joined by Chelsea Jarred, Founder and Director of Grapevine PR, a boutique Australian PR agency behind some of the country’s most iconic food and wellness brands. With over 15 years of experience, Chelsea reveals how her agency balances brand safety, influencer vetting, and authentic storytelling to create campaigns that actually work. From launching lo-fi influencer content to embracing TikTok Shop and live shopping, Chelsea shares what PR teams must do to adapt in 2025 and beyond. You’ll also hear how her team ensures brand fit, manages compliance manually and with AI, and why Gen Z grocery buyers are driving major shifts in FMCG marketing. 🎙️ Key Topics Discussed: 1. Grapevine PR’s evolution and philosophy behind food & wellness marketing 2. Why TikTok is the “Wild West” for FMCG—and why that’s a good thing 3. The power of TikTok Shop and its impact on the customer journey 4. The agency’s influencer vetting process and manual social media checks 5. Where AI can support (but not replace) PR teams 6. How to create lo-fi influencer content that feels human and drives trust 7. Cancel culture, risk management, and brand safety in the digital age

Welcome to S3E010 of IMpulse, the Influencer Marketing Podcast — brought to you by Phyllo. 👀 See what you can build with Phyllo: https://www.getphyllo.com/?utm_source... In this episode, we’re joined by Sonalika Pawar, Founder & CEO of Bold & Beyond, one of India’s fastest-growing integrated marketing and PR agencies. From launching global luxury hospitality brands to scaling a single campaign to 1B+ organic reach, Sonalika shares how her 3-member team evolved into a 50+ powerhouse shaping India's modern brand storytelling. She unpacks how her team blends AI-powered influencer vetting, hyper-personalized storytelling, and creative PR strategy to drive measurable outcomes — all while keeping brand safety and authenticity at the core. We also dive into her views on cancel culture, AI agents in PR, and why "performance-driven creativity" is her agency’s guiding principle. 🎯 Key Topics Discussed: 1. How Bold & Beyond scaled a campaign to 1B+ reach 2. Social media vetting & influencer due diligence 3. Narrative modules for brand-safe creator storytelling 4. Performance vs creativity: finding the balance 5. Role of AI tools like HypeAuditor & CoverageBook 6. Why pre-campaign due diligence is non-negotiable 7. Can PR ever be fully automated? 8. The rise of nano-influencers and creator-led trust 9. Personalization at scale with brand consistency

Welcome to S3E09 of IMpulse, the Influencer Marketing Podcast! IMpulse is brought to you by Phyllo. 👉 Check out what you can do with Phyllo: https://www.getphyllo.com/?utm_source... In this episode, we’re joined by Megan Hueter, EVP & Head of Digital Strategy and Innovation at MikeWorldWide — a PR agency at the cutting edge of AI-powered influencer marketing. Megan breaks down how her team uses their proprietary tech stack, PRISMA, to predict influencer campaign performance with up to 87% accuracy, and how AI personas and precision targeting are reshaping how brands approach content, partnerships, and storytelling. We dive deep into how to vet influencers, build scalable AI-first workflows, and why LinkedIn is the new frontline for B2B influence. Megan also shares how they’re empowering CEOs to become thought leaders and why B2B influencer marketing is the next big frontier. 🎙️ Key Topics Discussed: 1. How PRISMA predicts influencer ROI with 87% accuracy 2. Vetting creators with AI-powered risk detection 3. Building brand-safe influencer strategies at scale 4. Why LinkedIn is a goldmine for executive eminence 5. Creating AI personas for hyper-targeted storytelling 6. What marketers get wrong about celebrity influence 7. The case for B2B influencer marketing in 2025 8. Can a brand recover from cancel culture?

Welcome to S3E08 of IMpulse, the Influencer Marketing Podcast! IMpulse is brought to you by Phyllo. 👉 Check out what you can do with Phyllo: https://www.getphyllo.com/?utm_source... In this episode, we’re joined by Thomas Walters, CEO Europe and Co-founder of Billion Dollar Boy (BDB) — one of the world’s first creator-first influencer marketing agencies. Thomas shares how BDB scaled globally while staying rooted in creativity, the power of AI in campaign management, and why managing 100+ creators is more human than ever — just more efficient. We unpack the tech and team structures BDB uses to scale personalization, how they’re using AI to vet creators, streamline operations, and even experiment with generative AI for brands like Versace and Burberry. Whether you're a brand manager, agency lead, or creator platform founder, this episode is your blueprint to the future of creative-first influencer marketing. 🎙️ Key Topics Discussed: 1.How Billion Dollar Boy scaled across 5 markets 2.Why AI is part of every BDB team member’s workflow 3.The “human-to-human” truth behind managing 100+ creators 4.Companion: BDB’s proprietary tech stack 5.How they use AI to vet influencers and flag content risks 6.The future of virtual influencers and AI assistants 7.Why personalization at scale needs both tech and people 8.Which industries are still underutilizing influencer marketing 9.BDB’s new initiative “5 to 9” to connect brands and creators IRL

Welcome to S3E07 of IMpulse, the Influencer Marketing Podcast! In this episode, we’re joined by Haafiz Dossa, CEO of Inflektion, a platform that’s reimagining affiliate and influencer marketing with AI-powered personalization. From building scalable creator funnels to optimizing landing pages that doubled conversions, this episode dives deep into what it really takes to unlock ROI in the age of automation. Haafiz shares the S.C.A.L.E. framework that helped top brands increase conversion rates by up to 94%, how brands can build stronger creator partnerships, and why “affinity” — not just reach — will define the next phase of influencer success. We also explore the future of creator compliance, AI assistants, and what brand managers should be doing today to future-proof their partnership marketing strategy. 🎙️ Key Topics Discussed: 1. Personalizing landing pages for each creator’s audience 2. Inflection’s SCALE framework for growing partnerships 3. Why most influencer campaigns underperform — and how to fix them 4. How brands can automate vetting, compliance, and outreach 5. Why “affinity” is the metric of the future for creators 6. The future of AI assistants in influencer marketing 7. The offline comeback: building real relationships in a digital world

Welcome to S3E06 of IMpulse, the Influencer Marketing Podcast! In this episode, we’re joined by Bill Zimmerman, Assistant Teaching Professor at Penn State University and the author of Understanding the Creator Economy. Bill is leading the charge in academia, developing courses, summer camps, and certification programs that prepare students to thrive as ethical, strategic digital creators. We talk about how education is adapting to the rise of the creator economy, the myths of virality, AI’s role in content creation, and what it means to be a “creator middle class.” This is a must-listen for brands, marketers, and aspiring creators alike. 🎯 Key Topics Discussed: 1. Why influencer education belongs in the classroom 2. The ethics of becoming a content creator 3. What it takes to build a niche and grow sustainably 4. How AI tools are reshaping the creative workflow 5. Campus creators and the future of brand collaborations 6. Why "riches are in the niches" — and how to find yours 7. Bill’s bold prediction for the future of creators in America

Welcome to S3E05 of IMpulse, the Influencer Marketing Podcast! In this episode, we’re joined by Aaron Strout, former Chief Marketing Officer at Real Chemistry, a global health innovation company that’s transforming how healthcare brands tell stories using data, digital innovation, and AI. Aaron dives deep into the impact of AI on marketing, from influencer vetting and brand safety to content personalization and campaign optimization. He talks about why human oversight still matters in an AI-first world, how to spot hallucinations in generative tools, and what “agentic search” means for influencer discovery. Plus, he shares his bold 2030 prediction for AI’s role in marketing and how brands can stay authentic without losing creative momentum. 🎙️ Key Topics Discussed: 1. The evolution of AI in influencer marketing 2. How brands can balance speed, scale, and authenticity using generative AI 3. The growing importance of influencer background checks and deleted content 4. What "agentic search" means and how AI agents will power discovery 5. Brand safety in regulated industries like healthcare 6. Aaron's bold prediction: Downloading your brain into an AI agent?

Welcome to S3E04 of IMpulse, the Influencer Marketing Podcast! In this episode, we’re joined by Mikhail Hanney, Managing Director at Pulse Advertising — a leading force in influencer marketing, helping global brands scale creator-led campaigns with impact. Mikhail shares his 10+ year journey at Pulse and the secret sauce behind their standout work with brands like MAC, Hyundai, and more. From how to build truly authentic influencer campaigns to navigating cancel culture and brand safety, this episode dives into the challenges of staying relevant in a fast-evolving, AI-powered landscape. We also unpack how brands are managing shrinking budgets, the rise of AI in creative workflows, and why "simple human truths" will always beat overproduced content. 🎙️ Key Topics Discussed: 1.The rise of Pulse Advertising and creator-first campaigns 2.Why most influencer campaigns fail — and how to fix them 3.How brands can use AI without losing authenticity 4.Brand safety, influencer vetting, and cancel culture 5.EMV, owned media value, and how Pulse measures real impact 6.Mikhail’s bold prediction about the next big social media platform