Optimizing Your Investment in Asia’s Complex Influencer Ecosystem
Shufen Goh, APAC President of mediasense outlines thoughtful strategies for effectively optimizing the scale and nuance of Asia’s rapidly evolving influencer landscape.
Related topics
With social now leading ad spend, Asia’s complex influencer ecosystem demands sharper strategies to balance scale, authenticity, and performance across increasingly niche creator segments.
Featured in Campaign Asia, Shufen provides guidance on tackling the evolving influencer marketing dynamics in Asia:
- Influencer selection starts with purpose: With countless influencer options, from nano to mega, marketers must conduct deeper due diligence, ensuring each partnership aligns with both brand values and sales objectives.
- Contracts are your safety net: Influencer delivery gaps are common, making strong contracts essential, clearly defining deliverables, fees, and tracking.
- Regulations on the rise: Asian regulators are tightening rules on influencer marketing, with many markets introducing stricter disclosure and compliance requirements, especially in sensitive sectors, to protect consumers and ensure fair practices.
Read the full article here.
Related topics
Get access to the thinking that shapes tomorrow’s marketing
Up next
MPiQ Talk: Making sense of the data torrent to drive media effectiveness
Marketers are facing the challenge of proving which data actually drives incremental media performance and commercial value.
mediasense Appoints Michelle Kelly as President, North America to Accelerate Unified Marketing Intelligence for Global Brands
Michelle will lead mediasense’s regional growth and help expand its advisory services across marketing ecosystem strategy, agency partnerships, operating model transformation and marketing intelligence capabilities.
Procurement & the Commercial Architecture of Modern Media Organisations
Media is the largest growth lever on the balance sheet, yet most brands still struggle to prove its impact. Jack Shearring, Head of Transformation at mediasense, suggests the solution lies not in restructuring alone, but in procurement-led commercial architecture that aligns incentives, measurement and capability.