Brands are creating in - house teams to manage influencer marketing as they seek to build long - lasting relationships with powerful influencers . Mars and Nike , which were quick to set up internal teams , are able to curate their lists of influencers , according to Adam ##yal , co - founder of influencer marketing platform # 365 , while Jenna Hilzenrath , head of PR for Birchbox , said managing influencers in - house allowed the beauty firm to be " nimble and take a hands - on , nuanced approach " . Gil Eyal , the CEO of influencer analytics firm Hypr , said : " Brands managing in - house influencer marketing strategies is probably the number one industry trend right now . "
Brands are creating in-house teams to manage influencer marketing as they seek to build long-lasting relationships with powerful influencers. Mars and Nike, which were quick to set up internal teams, are able to curate their lists of influencers, according to Adam Rivietz, co-founder of influencer marketing platform #Paid, while Jenna Hilzenrath, head of PR for Birchbox, said managing influencers in-house allowed the beauty firm to be "nimble and take a hands-on, nuanced approach". Gil Eyal, the CEO of influencer analytics firm Hypr, said: "Brands building in-house influencer marketing teams is probably the number one industry trend right now."