Influencer marketing is coming of age. It's making its way through the stroppy teen years of regulatory issues and Kim Kardashian, and is now cementing itself as a serious – and lucrative – marketing channel. Scott Guthrie, Director General of the Influencer Marketing Trade Body (IMTB) warns of the deification of data, reveals why follower count is overrated, and explains the significance of the IMTB being the first new member to join CAP (Committee of Advertising Practice) in over a decade. Plus, he takes on Perla Bloom's (EA Games) Resell Me a Pen challenge with the floppy disk! If you liked this episode, like, share, subscribe and leave a review. Get more from PMW at www.performancemarketingworld.com Podcasts referenced: Perla Bloom, EA Games: Barbie, Battlefield and branded Easter eggs: EA Games joins the Performance Marketing Unlocked podcast Kate Cox, BrightBid: The future of AI in marketing and the 'big daddy' ChatGPT: S3E3 Performance Marketing Unlocked podcast Articles referenced: Influencer Emily Valentine: The devil wears Prada: an influencer’s story Robin Ward, LTK, quote: “Creators are completely essential to brand marketing strategies” but, there’s a measurement gap Kim Kardashian's crypto ad: Kim Kardashian’s $1.3million fine for undisclosed crypto ad Mylene Klass: Myleene Klass Instagram posts for Next and Skechers banned by ASA for not being identifiable as ads Under the influence: the impact of failure to disclose as watchdogs continue clampdowns IMTB joins CAP: CAP appoints Influencer Marketing Trade Body as member Hosted on Acast. See acast.com/privacy for more information.