Teddy Abdel Nour, Head Of Integrated Marketing, TEAM LEWISIf you walked out of the 1 Billion Followers Summit earlier this year, you’d think the future of influencer marketing had already been decided. Creators are the new media. Influence is the new currency. Scale is everything.
On stage, it all makes sense – In reality, it’s a lot messier.
Despite the explosion of the creator economy across the UAE and Saudi, there’s a growing disconnect between what looks successful and what actually drives impact.
Brands are producing more content than ever, partnering with more influencers than ever, hitting higher reach numbers than ever — and yet, very few are building anything that lasts.
Did we mistake activity for effectiveness?
The issue is
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