Influencer 360: The Future of Talent Partnerships
Attending the PRWeek UK x Campaign Influencer 360 Conference was a rewarding experience, shedding light on the evolving landscape of influencer marketing and talent partnerships. The event highlighted key themes that resonate deeply with modern brand strategies—most notably, the shift towards personal, long-term relationships rooted in genuine human connection. In this blog, I’ll share four essential takeaways from the conference that underscore how brands can foster authentic advocacy, embrace meaningful collaborations, prioritize authenticity over algorithms, and redefine success in influencer campaigns. Whether you're an industry veteran or just getting started, these insights reveal the future of influence—where authenticity and strategic partnerships are everything.
I recently had the chance to attend the PRWeek UK x Campaign Influencer 360 Conference, and it didn’t disappoint. The day was packed with sharp thinking, honest conversation, and a whole lot of energy around where our industry is heading.
What struck me most? So many of the themes aligned with how we already think about talent partnerships. The future is clear: it’s personal, it’s long-term, and it’s rooted in real human connection.
Here are the four key takeaways that stuck with me:
Long-Term Partnerships = Real Advocacy
I’ve said this before, and it was brilliant to hear it echoed on stage: if you want real authenticity, you need to bring creators into your world.
That means more than just a brief and a post, it means involving them in store visits, behind-the-scenes moments, factory tours, and letting them experience your brand for real. That’s how you build genuine advocates who tell stories that resonate. Looking back to my over 10 years experience in the media industry it’s something we always championed, some of the best relationships were those when you really got stuck into the brand – I loved my trips to factories to see granola being made, to Germany to a factory and to Italy to see where cars were made and the heart of the company lived. It helped us plan better campaigns, really understanding the brand and what made the clients tick! It’s something we’ve been pushing in the influencer industry for a long time, so it was exciting to see it front and centre.
But, it is also about partnerships being more than one post, a true partnership is a long term one and I was really excited to hear this being talked about as a key theme moving forward.
Creators Want This Too
One stat that really stood out: 76% of creators want long-term brand relationships. And honestly, that makes complete sense. Relationships take time, but they also unlock deeper creativity and impact.
Right now, brands spend nearly half of their campaign time on selection and briefing. Just imagine the potential if we spent more of that time building trust and collaboration instead. Less admin, more meaning equals better results for everyone.
Authenticity Over Algorithms
With AI-generated creators on the rise, I loved the focus on human stories and real connection. The message was clear: be yourself, that’s what people want.
And one quote in particular hit home for me, especially with my background in media agencies:
“Creators are now media”
Yes! Creators aren’t just part of the story, they are the story. They’re the content, the channel, and the community. And when they believe in something, their audiences do too.
Redefining What Success Looks Like
Another highlight for me was hearing how brands are starting to move beyond last-click attribution and looking at campaign effectiveness in a more holistic way.
Measuring true awareness and influence, not just transactions, is a step in the right direction. It reflects how people actually make decisions, and it gives creators space to do what they do best: inspire.
And it was interesting to hear these conversations happen as they were the same one’s we had in the TV vs digital campaigns years ago!
Final Thought
Influencer 360 left me feeling energised and encouraged. So much of what we’ve believed and championed; about authenticity, relationships, and storytelling is now shaping the industry’s future.
Real partnerships and real people win.
And I couldn’t be more excited to keep pushing things forward.
