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 Canada, 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."
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."