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This month on What They Said: The Influencer Marketing Podcast, host Sammy Albon sits down with Nisha Mathews, Creative Business Lead at Google Creative Works, to explore how YouTube creators are transforming the future of brand partnerships.

From authenticity to AI, discover how brands and creators can build meaningful, lasting connections on YouTube – and what strategies actually cut through.

With years of experience shaping marketing strategies at Omnicom and Wavemaker before joining Google, Nisha brings a unique perspective on the evolving world of creator marketing.

In this episode, Nisha shares insights on:

• Why ads that don’t feel like ads win attention
• How YouTube Shorts is reshaping discovery
• Why micro-influencers are a secret weapon for engagement
• Strategies to integrate Shorts + long-form video into a seamless brand story

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This month, What They Said host, Sammy Albon, is joined by a true force in global brand marketing: Fiona Bosman, Global Brand Director at Bupa.

With over two decades shaping iconic brands like Red Bull and Barclaycard, Fiona brings unmatched insight into the evolving world of Influencer Marketing.

A fierce advocate for breaking silos and putting 'people and their stories' at the heart of marketing, Fiona believes “there are no departments" when it comes to building truly successful strategies.

In this episode, expect bold thinking and big takeaways, including:
💥 Why everyday stories have as much impact as celebrity ones
💥 The hidden cost of departmental silos in brand storytelling
💥 Why Influencer Marketing doesn’t work in isolation
💥 The power of consistency—and why authentic creators are rare
💥 Why raw, unpolished content is the future (and how to get your team comfortable with it)

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Banana phones, “do-not-drink conker milk” campaigns, and a ban on fruit puns… This week’s episode is with an OG influencer in the Marketing world; innocent drinks.

Our host, Sammy Albon, sat down with Anni Mueller, Digital & Social Media Manager at innocent, to talk about the brand’s unique approach to influencers, social media strategy and content; from staying honest and human, to always inviting conversation and collaboration from its drinkers (consumers, to those outside of Fruit Towers).

Listen out in the episode for:
💥 The role of intrusive thoughts as part of your social media strategy
💥 Strategic approaches to Influencer, from B2C to B2B
💥 How to manipulate stakeholders too (in a really friendly and useful way, promise)
💥 Why “be more human” is the best advice Anni’s ever received - and Chat GPT won’t be coming for her job any time soon)
💥 Bonus: why innocent’s CEO is giving out advice on Domino’s orders

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Is your influencer marketing driving revenue — or just likes? Are you looking to drive clicks, and content creation, straight into sales?

Unilever sent ripples through the industry when it announced in March 2025 that it would be investing half of all its ad spend in Influencer marketing. And, Wild, the natural, refillable bodycare brand, is one of its brands, adopting this influencer-first strategy; producing 5,000 pieces of content every quarter.

In this episode, coming to you live from Cannes Lions Festival, host Sammy Albon talks to Laura Donadio, Global Head of Influencer & Partnerships at Wild, with a deep-dive into a conversion-led influencer strategy that supercharges the marketing funnel.

Listen to this 20-min podcast, for insights into:
💥 Why you shouldn't use "exclusivity" clauses for Influencers
💥 Setting and hitting specific acquisition and revenue targets through influencer campaigns
💥 Leveraging “hidden” content strategies that feel native, not pushy
💥 Using influencers as a “test & learn” lab before product rollouts

Challenging the limits of the creator economy with a smarter, performance-first mindset, if you're a DTC brand, managing paid social, or being challenged on awareness metrics, this episode is packed with tactical insights for marketers.

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The What They Said podcast is coming to you LIVE from Cannes Lions 2025!

Today we're talking TikTok Shop.

With an average of 6,000 live shopping experiences on TikTok Shop every day last year, savvy brands - including luxury ones - are not just launching, but building, co-creating, testing, and selling customer-centric product lines within the platform.

For this Cannes Special, Sammy Albon, unpicks this further, welcoming back disability activist, content creator and blind broadcaster, Lucy Edwards, alongside a new face - Nora Zukauskaiteback, Marketing Director at TikTok Shop UK & Europe - to discuss the exciting launch of Lucy's new Etia beauty brand in February 2026.
 
Listen out in the episode for:
 
💥 Lucy’s journey launching her beauty brand and how accessibility has shaped its identity 

💥 Nora’s insights on how winning challenger brands are leveraging TikTok Shop to drive discovery and sales

💥 The power of community-driven commerce and Gen Z co-creation

💥 How content creators are influencing not just marketing—but product development

💥 How and why TikTok Shop is transforming the path from discovery to purchase

if you want to learn more about TikTok Shop, head to their podcast https://lnkd.in/ejNrmuXE

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The What They Said podcast is back to talk about everyone’s favourite Influencer buzzword, authenticity. 

 This week, Sammy Albon sits down with Millie Allen, Head of Marketing at Ocean Bottle – the award-winning reusable water bottle that reduces ocean-bound plastic – to chat about the trials of authenticity from purpose-led brands. 

 Listen out in the episode for:

 💥 Why Youtubers make savvier content for brand partnerships

💥 The measurement equation; changing the narrative on what success looks like in Influencer Marketing

💥 Avoiding the echo chamber of social media, by checking our bias and providing truly customer-first led content

💥 How you can help save the world in just a few clicks (find out more about Ocean Bottle, or buy your own here)

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The What They Said podcast is back with another banger 🎧🔥

This week, Sammy Albon sits down with Alex Payne – Founder of The Influence Room, ex-international rugby presenter, and all-round storytelling pro – to chat about the matchmaking magic behind connecting brands with creators who genuinely love them.

Think: a slick blend of Tinder meets LinkedIn – but make it influencer marketing.

Expect an insight-stuffed convo where we unpack:

💥 Why authentic connections beat scripted spend every time.
📱 How brands can speak to fans and creators in a way that actually lands.
🛍️ The art of moving beyond the media buy – and why that's where brand magic happens.
🎟️ Taking it IRL: from bespoke events to brand-building media moments you can’t scroll past.
💸 Why giving back matters – and how Alex blends commercial partnerships with contra deals and charity wins.

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The "What They Said" podcast is back with another sparkling, insight-packed episode 💅✨

This week, we’re diving headfirst in to hun culture with The Very Group’s Head of Consumer Influencer, Layla Hatia – to hear how the brand shapes an audience-first creator strategy that goes from the high street to high glam.

Expect plenty of juicy insights, including:

• How Very developed an audience-led social strategy to bring to life its new 'Make it Sparkle' platform.
• The 'hun filter' that helps choose creators with the right fashion-forward energy for every moment.
• The power of micro-influencers to make the most of fast-moving TikTok trends.
• How the Layla balances measuring success across engagement, brand, and sales impact.

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The "What They Said" influencer marketing podcast returns for season 2 🎙️🎙️.

To celebrate B Corp Month, we invited Gen B leader, India Rawlin, Head of Brand at fellow B Corp, TrueStart Coffee, to come chat all things people, planet and performance. 

India challenges our very own coffee aficionado and pod host Sammy Albon to a taste challenge, whilst discussing how their accreditation as a B Corp reflects and shapes their communications, including:

• The priorities of creator collaboration as a B Corp.
• Measuring environmental impact when every video view contributes for counting emissions.
• Communicating the benefits of becoming a B Corp to customers and suppliers.
• The impact of accreditation inside the business.

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Join us in the latest episode of "What They Said" as we sit down with the incredible Lucy Edwards, journalist, broadcaster, and disability advocate, who shares her inspiring journey and valuable insights on accessibility, content creation, and the power of storytelling.

- Finding Joy Through Content Creation Lucy discusses how losing her eyesight led her to discover the joy of creating videos. She emphasises the importance of making visual content accessible to everyone, highlighting the crucial role of image descriptions in bringing visuals to life.

- Accessibility in Professional Settings Lucy and Sammy dive into the challenges of working with brands and influencers from an accessibility perspective. They stress the need for screen reader-friendly documents and inclusive practices.

- Consult those with lived experiences: We hear how there has to be the inclusion of accessibility features in all aspects of content creation and that the most important part of this process is consulting individuals with lived experiences to ensure practical and impactful accessibility measures.

- Future of Inclusive Content Creation The episode concludes with a discussion on the future of content creation and the ongoing need for accessibility within it.

Tune in now to learn how to make your content more accessible and inclusive! 🎧

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When is the wrong time to implement an influencer-based strategy and how can you look after those influencers when it all goes down the pan?

Join us on this eye-opening episode of "What They Said" as we dive deep into the chaotic yet fascinating world of content houses with our special guest, Vicky McGee ex-producer of Wave House. From the highs of creating viral trends to the challenges of managing influencer dynamics, Vicky shares her unique experiences and insights. Discover the behind-the-scenes stories of living with influencers, the evolution of user-generated content, and why TikTok is her go-to for everything. 

Whether you’re an experienced marketer, new to the industry or just want the tea about The Wave House, this is not one to miss!

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How do you break into a competitive industry with zero budget?

 🐾 Dive into the latest episode of the "What They Said" podcast, where we sit down with Kezia Price and Sophie Van der Veken from Tails.com, a trailblazer in the pet food industry. Discover how they've successfully harnessed the power of influencers to transform the brand and create a loyal customer base.

🎙️ Key Highlights:

- How Tails.com was recognized as one of the top brands influencers want to work with at the Be Creator Awards
- The importance of a holistic, full-funnel marketing approach in influencer strategies
- The impact of integrated PR and performance-driven campaigns on brand growth

Whether you're a marketing professional, influencer, or just passionate about the creator economy (or just love dogs!) this episode is packed with valuable insights and practical tips. Don't miss out!

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Curious to hear about the behind-the-scenes of the creator economy? Join host Sammy Albon as he chats to Beth Heard, Head of Talent at Sixteenth, an agency that unashamedly says they’re a YouTube-first talent agency.

They talk about the new trends that the latest influencers are influencing including ‘niche down’ content such as studying, literary and true crime (but with millions of views, of course), share some words of warning when it comes to signing an agency as a content creator (there’s no rush!) and how important it is to have a long-term strategy.

Beth also shares the ups and downs of content creation according to a manager – from the lows of navigating the negative backlash when influencers partner with brands, to the ups of seriously successful and real-world impact brand partnerships such as Cluedo.

Learn about how to elevate influencers into the mainstream and what to say hell yes to, Beth’s predictions on the future of long-form content and the type of brands to partner with, and finally, the golden question…. what is the next big thing for 2024/25?

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Old enough to remember Furby from when they first appeared? 
Want to know how Hasbro got Furby to conquer Christmas last year?
Work in marketing and want to learn from one of the biggest toy companies to ever do it? Then this is the episode for you...

Welcome back to What They Said, the influencer marketing podcast powered by PrettyGreen, the award-winning, global comms agency. This week we're joined by Julia Swan, EMEA Regional Communications Manager at Hasbro as we chat to her about how the brand now approaches influencer marketing in 2024.

Learn how their influencer marketing has reduced production costs whilst improving brand performance, when they decide to pull the influencer lever and what an important marketing strategy looks like. Julia shares a few of their secrets when it comes to balancing brand messaging and safe guarding an influencer’s tone of voice… 

With over 3 million organic views in their Nerf campaign with the Beta Squad to a viral Christmas campaign in the ultra-competitive toy market with Furby, get an insight into how they do it here...

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How can you ensure your campaign is communicated properly to your target audience and that those brand partnerships have a lasting impact? By getting on board Dame Judy Dench's best mate of course.

This week we sit down with the one and only Carla Freeman, comedian and actress as we discuss what brands get wrong, how the world of influencers can be a shallow and lonely place and much much more, featuring a baby and plenty of swearing.

What They Said is the influencer marketing podcast powered by PrettyGreen where we delve deep into the creator economy.

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Do you know how to leverage influencers as part of a comprehensive marketing strategy? Want insights on the intersection of authenticity, platform trends, and brand integration? Then this is the episode for you.
 
Join us this week as we chat with Grind's CMO, Ted Robinson, about their unique approach to blending brand moments with cultural icons and the evolving landscape of influencer collaborations.
 
Learn how Grind is redefining coffee experiences and leveraging influencer marketing to establish itself as the brand for consumers' every coffee moment, which may include Saltburn's infamous Jacob Elordi bath water scene in some truly reactive OOH marketing.

What They Said is the influencer marketing podcast powered by PrettyGreen where we delve deep into the creator economy. 

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Welcome to the first episode of What They Said, the influencer marketing podcast powered by PrettyGreen where we delve deep into the creator economy. 

We begin our first series with Jessica Joseph, founder of Season25. Season25 was born from a need to deliver that missing ingredient in the influencer marketing space… representation.

Join us as we talk to Jess about equal partnerships, brand horror stories and whether representation in the industry has changed for good since 2020.

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"Discover 'What They Said,' the Influencer Marketing Podcast by award-winning, global creative comms agency PrettyGreen. ​

Join us each week as our team delves deep into the creator economy, featuring guest content creators, savvy marketers, and industry experts who spill the latest influencer marketing secrets.”

The series will feature guests who are having an impact on the creator economy, lifting the lid on the in’s and outs of the industry.

Our podcast is available on all streaming platforms;

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