BCMA Influence

The BCMA Influence global Chapter has been launched in recognition of the challenges that brands face in this often-complex sector

The business of Influencer Marketing has grown exponentially in the past year, with an ever-increasing number of brands entering the market. BCMA Influence has been launched, following a wide-ranging consultation amongst members to understand and identify the key issues facing brands, agencies, producers and platforms.

The BCMA will be commissioning research, producing best practice guides and extending its accreditation scheme to give additional confidence to brands that are planning to engage with Influencers as part of their marketing strategy.

Gordon Glenister, Global Head of Influencer Marketing, BCMA Influence

Gordon spent the previous 11-years heading up the UK promotional merchandise association, BPMA, so brings a wealth of experience to the organisation. He has also held a number of senior sales and marketing positions within major international brands. Gordon has been an award judge for the BPMA student design competition, the Institute of Sales Management and the Institute of Promotional Marketing. He is a qualified digital marketer and has been the publishing director of the successful Product Media magazine. He was instrumental in the launch of the first association trade show which was a huge success and subsequently followed the launch of Merchandise World. Gordon launched the first ‘Promotional Products Week’ and also the UK’s first online education programme for the promotional products industry. More recently he has run his own membership consultancy.

I am truly excited about driving this new channel forwards. The BCMA is best placed to ensure best practice and truly support influencers, agencies and brands alike.” Gordon Glenister, Global Head of Influencer Marketing, BCMA Influence

If you would like more information about BCMA Influence please contact Gordon Glenister, Global Head of Influencer Marketing on gglenister@thebcma.info

You can see the work of the Industry Steering Group (ISG) contained within this document

Council Of Influencers (Advisory Board)

Louise Simpson, Content Creator, Three Little Tinkers
Louise Simpson a content creator, author and illustrator. Louise founded the Three little Tinkers and is an incredibly talented artist and writer and has recently published her first children’s book.  Her beautiful new book, Creature Features, is a combination of pictures that would inspire and engage children along with facts that their parents would enjoy reading and that they didn’t necessarily know before but also a book that’s not too long.

Fab Giovanetti, Founder, Make An Impact
Fab is a business mentor, published author, influencer-specialist, best known as the founder of the Health Bloggers Community. Serial start-up founder and professional troublemaker, she is obsessed with avocados and helping people making an impact in health and wellness. Sounds like you? Learn how you can get a bit more Fab in your life. I’ve been mentoring health & wellness professionals and bloggers for over 5 years. If you have magnificent dreams, and big, sequin-style boss pants ready to be filled, this is the right place. The beauty of mentoring is that each person will benefit from it in their own way: streamlining workload, finding the best tools for a more efficient marketing strategy, creating and executing an efficient PR and media plan, creating your first product/service.

James Bamsey, Content Creator, Founder, Bamsey Digital
With over 4 years experience in the industry & a reach of over 20,000,000, Bamsey Digital has been created to help brands bring their social media goals to life. Whether it’s starting from scratch and creating social media channels for new business or growing an already established online presence, there’s many ways that we can help you. Come and say hey & get the conversation started.

Alexandra Galviz, Founder, Authentic Alex, Branding and Strategy Coach
Alex was Head of Training and Development for a Foreign Exchange broker by the time she was 24 years old. Finding herself a round peg in a square hole she spent a considerable amount of time learning about what her values, passions and skills were. Unable to find a role that aligned with all of the above, Alex decided to create her own portfolio career. In December 2017 LinkedIn named her in the top 12 most influential writers in the UK. Her readership has grown to almost a million. Her mission is to inspire, motivate and empower professionals to share their own stories and to to give them the tools and strategies to lead an authentic and fulfilled career. She is a sought after speaker, trainer, writer and community creator. 

Anthea Biggs, Lifestyle & Family Blogger
Anthea began her career as a classical musician and composer. After a career break to start a family she found herself searching for a creative outlet that would work around family life. Initially using social media as a platform to share her interiors and styling tips, as Anthea’s audience grew she was able to showcase her creative abilities and become and active member of the content creator community. “I love the problem solving aspect of taking a clients brief and creating something that answers that brief in my own unique creative style.” Anthea describes herself as a cushion faffer, coffee drinker and flatlay lover. Her instagram page offers small windows into her interiors, parenting and lifestyle. This year will see the launch of her website giving further scope to offer interiors and styling tips to her audience and professional content creation services.

Akeem GriffithsBig Brother Consultant
Akeem Griffiths is originally from the Rhondda Cynon Taff which is based in South Wales. He now spends the majority of his time in London. He is best known for appearing on the reality television series Big Brother in 2018 in which he was announced the UK runner up. Since leaving the Big Brother house Akeem has been involved in television & radio interviews, special guest appearances, modelling, charity work and public speaking. Akeem is currently the Operational Manager for one of the leading UK fashion brands G.Salvatore ltd (GSalvatore_UK).
John Adams, Dad Blog UK
John Adams is a dad of two young daughters, Helen aged ten and Izzy aged six. He’s married to Gill and they live in the South East of England, very close to London. His blog tells his story as a father. It’s not, however, a usual story. Back in 2011, he gave up his career in communications to become the main carer for his children and run the family home. His wife, meanwhile, continued to work full time and fulfilled the traditionally male role of breadwinner. Time does not stand still and families go through different phases and stages of development. Over the years his status has changed depending on the needs of their children. At times he has been a stay at home dad. At other times he has worked part time. These days, both of the children are at school allowing him to work from home during school hours as a blogger and freelance writer. Even so, he remains the at home parent. He does the school runs, ensures the kids have school uniform to wear and occasionally helps out at school. He does the grocery shopping, cooks most of the meals and get the kids to their various after school activities. He answers to a number of different titles, but often refers to himself as a school run dad.

Tom Sharman works across YouTube, Social Media and Virtual Reality.  His current roles include managing leading virtual reality startups’ marketing and working with celebrities bringing them onto YouTube such as Katie Price.  At 23, Tome has started a number of agencies, including DOUP which he started at University and TwelveA.M. which he was a founding member alongside Jamal Edwards MBE of SB.TV.  Tom has previously worked at leading advertising agency, Ogilvy and new era Influencer Football and eSports team Rebel FC as well as technology startup Campus Society and media publisher WeAreSocialMedia.  Tom is passionate about the responsibility and role of Social Media in society and using influence for good.

Adam Cam, Instagram Growth Specialist & Mentor
Adam is a model and Instagram star who is also a Confidence Coach who helps to eliminate anxiety and help others regain control of their life. He posts a variety of motivational posts as well as modeling pictures on beaches and in studios. He posted his first picture to Instagram on June 11, 2014. Adam specialises in growing Instagram pages for Influencers, Coaches, Bloggers, Consultants & Small Brands.

Laura Edwards (Bubble), Broadcaster
Laura is a comedian, script writer, presenter and content creator, who has worked across both social media and traditional media in radio and television. Laura began her radio presenting career in 2007 winning a Radio 1 competition and subsequently becoming the TV reviewer on Nick Grimshaw and Annie Mac’s Radio 1 Sunday Show, before going on to work with Capital FM. In TV, Laura has worked with BBC Comedy, Comedy Central, and Disney as well as presenting and blogging for two shows on CBBC. Laura has also written for Hat Trick’s online comedy channel and scripted for CBBC. A talented content creator, Laura was selected by YouTube as one of their six “Women in Comedy” in the UK with WhoHaha and producer Elizabeth Banks. She has worked with many companies including BBC Comedy, Comedy Central, EA, Formula E, Disney and British Airways and in 2019, Laura was an ambassador for the BRIT’s social squad. She has accumulated over 1 million followers on TikTok and gained over 4.5 million views on her YouTube channel where she makes comedy blogs, parodies and sketches.

Industry Steering Group

Tom Curtis, Executive Creative Director, Mediacom
Tom joined MediaCom way back in 2000 with an art degree and a 2-year stint at another agency under his belt. Since then he’s had five very distinct roles: Planner, Head of Visualisation, Joint Head of MediaCom Create, Creative Director and now Head of MediaCom Beyond Advertising UK (whatever some of the those mean). As a merged UK and Worldwide department specialising in content creation, production and distribution, the MBA London team is responsible for the delivery of projects for both local market and international clients.Although now in a managerial role, Tom still loves a bit of Photoshop.

Rich Keith, Managing Director, Fourth Floor Creative
Rich is the co-founder and MD of Fourth Floor Creative, a fast-growing creative agency that works with online creators to set-up high-quality commercial deals and premium services, enabling them to get on with making amazing videos and livestreams. Rich has spent over 20 years working in the media, much of it running media brands in the videogames sector. For the past five years, he’s worked with YouTube phenomenon the Yogscast, dubbed the ‘UK’s kings of YouTube’ by the BBC. Fourth Floor Creative was set up in partnership with the Yogscast. Rich is also a visiting professor at Sunderland University, consulting on new media trends.

Jonathan Hardy, BA MA PhD FHEA, Professor of Communications and Media, University of the Arts London
Jonathan Hardy is Professor of Communications and Media at the University of the Arts London. He is recognised internationally as a leading theorist of media political economy and for specialisms including media-advertising relationships, media systems, and media policy. He teaches and writes on the political economy of convergent media; international communications and comparative media systems research; the relationships between media and marketing communications; digital journalism; communications law and regulation; media policy and reform. He teaches and writes on media industries, marketing communications, policy and media reform. His books include Critical Political Economy of the Media (Routledge 2014), Cross-Media Promotion (Peter Lang 2010) and Western Media Systems (Routledge 2008).

Jo Farmer, Partner, Joint Head of Commercial, Lewis Silkin
Jo leads the firm’s Brands & Intellectual Property group and advises clients on their advertising and marketing campaigns and exploitation of intellectual property rights and content. Her clients include brand owners, content creators, communications agencies and media platforms.  Jo is named as a leading individual for advertising and marketing in Chambers & Partners and is also cited for brand management work in the Legal 500. Outside of work, she lives in St Albans and spends most of her time being a chauffeur to her twin sons and generally running around after them.

Daniel Sánchez , Co-founder & CEO, Influencity
Daniel is the CEO and Founder of Influencity, the most completed AI-powered Influencer Marketing platform for worldwide brands and agencies. It provides a full stack of solutions to manage and optimize influencer campaigns at scale, and it is the platform of choice for companies like Johnson & Johnson, Nestlé, Havas Media, Samsung, Ogilvy, among others. Daniel started his career as a tech consultant for the most world prestigious consulting firms. He had the opportunity of working internationally and living abroad in countries like Australia, Germany, the UK, Ireland, Spain, and the US. He loves meeting new people and knowing about new cultures and ways of thinking.

Jess Markwood, Content & Strategy Director, The Fifth
Jess Markwood is the content and strategy director for The Fifth, an influencer marketing agency recently launched out of News UK. She has over 12 years’ experience in the space, having worked in a variety of capacities from creator to brand to agency. Her career started in content as she became editorial director of a group of some of the first known fashion and beauty blogs including Catwalk Queen and OSOYOU.com. She then went on to work brand-side at Dorothy Perkins and then to Glam Media, the first global network of influencers. Following that, she launched Evolve’s influencer marketing agency, The Studio London, before joining The Fifth at the beginning of this year

Sylvia EnotiadesClient Partner, Buzzoole
Sylvia is Client Partner at Buzzoole. She is driven and hard working and always willing to accept a challenge. A superb multitasker, organised with a team-orientated attitude. Her skills include, Social Media, copy writing, community management, retail sales, professional catering, hospitality at events, event organising, assisting at photographic shoots and radio production. She has recently started up a food blog called Nshima & Relish. Sylvia is a passionate foodie that is aspiring to better her food knowledge and work in this ever growing industry. She loves all things social media and food related, especially instagram; Co-Founder of a budding food instagram account: @twofoodiesnodiet

Alistair Wheate, Head Of ProductOnalytica
Alistair Wheate is Head of Product Strategy at Onalytica. He leads their technical and data partnerships, working closely with both technical and commercial teams internally and strategic accounts and commercial partners externally. With over 12 years’ experience in the online communications space he has deep expertise in online news monitoring, social media analysis, digital newsrooms and influencer marketing. Alistair was previously at Gorkana/Cision driving innovation in the delivery of new solutions to clients.

Patrick LindonUK Senior Sales Manager, Open Influence
Patrick is the UK Senior Sales Manager for Open Influence. People trust recommendations from other people – even those they don’t know. People trust the social influencers they follow. They relate to them by sharing common passions. That’s where we come in, Open Influence is a full-service company that works with brands by matching them with the right influencers across all platforms (Snapchat, Instagram, Twitter, Facebook, TikTok, YouTube, and the rest!) to tell their brand story. We make these stories authentic and bring them to life.

Geraint Lloyd-Taylor, Partner, Advertising & Marketing
Geraint Lloyd-Taylor is Partner in the firm’s Advertising & Marketing team, and was named Next Generation Partner for Brand Management in the Legal 500 2019 Rankings. He provides legal advice in relation to all kinds of brand-led content, including advertising and marketing campaigns, social and PR, on a range of legal and regulatory issues. He has particular expertise in the advertising, marketing and promotions sectors. He advises numerous well known ad agencies, and some of the biggest brands in the world, in relation to their advertising campaigns and sales promotions.

Influencer Groups

We are planning to form specific interest groups for particular sectors, as detailed below

This is not an exhaustive list and we can add more as we progress. If you’d like to join the BCMA and any of the special groups, then please see here

Latest News

Do you work with brands to recommend or endorse products? If so, you need to comply with the law when making these recommendations.

See this document for all the information you need: https://www.ftc.gov/system/files/documents/plain-language/1001a-influencer-guide-508_1.pdf

New study into labelling published by the ASA – Research on labelling  https://www.asa.org.uk/resource/labelling-of-influencer-advertising.html

UK Bloggers Survey 2019 – The definitive guide to Influencer Marketing from Vuelio
Download your free copy here


Influencer Marketing Regulation

Here is a selection of our most useful resources related to Influencer Marketing from the Advertising Standards Authority (ASA);










Here’s a podcast by Blogtacular and a webinar with Influencer Intelligence from earlier this year;



Here’s a link to the European Advertising Standards Alliance details – http://www.easa-alliance.org/ (and some advice on the ‘country of origin’ principles – https://www.asa.org.uk/advice-online/remit-country-of-origin.html)

Social media endorsements: being transparent with your followers