South Africa, Aug. 4 -- Influencer marketing is now one of the fastest-growing media channels globally.

As marketing investment faces greater scrutiny, brands need influencer marketing to deliver measurable business outcomes, not just content and engagement.

The industry is shifting from creators, followers, reach and organic campaigns toward audience intelligence, AI-powered planning, paid media integration, commerce and measurable business outcomes.

"The creator economy has matured beyond a content-led discipline. We're entering an era where influencer marketing is becoming one of the most accountable and intelligent media channels in the marketing mix," says Trembath.

Influential is a capability within Publicis Groupe Africa's broa...