Influence Global Podcast shines a spotlight on the influencer marketing industry.


In these episodes you will hear from leading influencers, digital creators, influencer platforms, agencies, legal experts and brands who will share life experiences, insights and strategies to help you.


Hosted by Gordon Glenister, Global Head of Influencer Marketing at the Branded Content Marketing Association (BCMA) who launched a new division, BCMA Influence, to support the influencer marketing industry.


So if you want to find out more, subscribe to listen. Produced by Neil Whiteside at Freedom:One


Download the Influence Global Podcast Guest Information pack here



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Influence Global Podcast

'Influence' is the global podcast that shines a spotlight on the Influencer Marketing industry.


Welcome to Influence the Global podcast that shines a spotlight on the influencer marketing industry. In these episodes you will hear from leading influencers, digital creators, influencer platforms, agencies, legal experts and brands who together with your host Gordon Glenister will share life experiences, insights and strategies to help you.


Gordon Glenister is the Global Head of Influencer Marketing at the Branded Content Marketing Association (BCMA) and in 2019 launched a new global division, BCMA Influence, to support the influencer marketing industry.


So if you want to find out more, subscribe to listen on iTunes or Spotify. All episodes now available on YouTube.

Series 4, Episodes: 1 - 21

S4, E1: Why Having A Clear Purpose Helps Define Who You Are


Amy Rowlinson is the host of the successful podcast called 'Focus on Why', but it wasn't the first one Amy hosted. She used to run a property podcast but then at the beginning of lockdown her business partner suggested they stop it. As it happens it was the best thing she did, because Amy had been talking a lot about purpose within business so this transition was a natural one. Amy speaks at all sorts of events on her key subject and is an active member of the Professional Speakers Association. She is also an active volunteer from the Olympic Games to cricket and has won an OSCAs award presented to her by Michael Vaughan at Lords Cricket for her services to Cricket. Her influence was also apparent with a tragic accident that affected her son, having to have emergency brain surgery within hours of playing a game of rugby. A very personal post that followed she put on LinkedIn has attracted over 150,000 views. Amy says what I have seen from that is the power of sharing a message. Listen in to this heart-warming interview.


@thebcma


Presented by @gordonglenister

Produced by Neil Whiteside at Freedom:ONE

S4, E2: Reality TV Star And Model Luise Hasse Tells Her Story


Luise Hasse is a model, presenter, TV reality star, micro influencer and shares her story about why getting exposure on TV is the best way to boost your personal brand. Luise is also creating an e-commerce start up brand. If that wasn't enough she is a linguist, speaking Latvian and German as well as English She has appeared in the world's tallest fashion show and a business challenge show both yet to aired on TV. She has already appeared on a show called Eating With My Ex. She said it was quite an upsetting time but she got some great feedback post-show. Luise also talks about her brand partnerships.


@thebcma


Presented by @gordonglenister

Produced by Neil Whiteside at Freedom:ONE

S4, E3: Ryan Bares From IBM Tells Us How The Tech Giant Works With Influencers


Ryan Bares joins us today who is the global influencer and advocacy lead and tech giant IBM. IBM has successfully engaged a number of its employees in an IBMer programme to share content as well as reaching out to tech thought leaders who have created content on podcasts, white papers and brought attendees along to their global event.


@thebcma


Presented by @gordonglenister

Produced by Neil Whiteside at Freedom:ONE

S4 Ep4: In Conversation With Carlos Gil, International Speaker And Author of the End of Marketing

 

Carlos Gil is the author of The End of Marketing: Humanizing Your Brand in the Age of Social Media and AI, an international keynote speaker and award-winning digital storyteller. He has over a decade of experience leading social media strategy for global brands including LinkedIn. Carlos talks about the value of using social media as a 'listening platform' to understand what your audience is talking about.


@thebcma


Presented by @gordonglenister

Produced by Neil Whiteside at Freedom:ONE

S4 Ep5: Co-Founder Of Channel Mum Niki Herring Talks About Mum Bloggers 


Channel Mum is a UK based community of Mummy creators - co-founded by Niki Herring - and has been around over 7-years when there were just a few Mummy bloggers around and particularly on YouTube. So this was a revolution that started. Mums wanted advice and support. Are Mums better communicators - are they better at sharing deeper emotional stories that resonate with audiences? Niki has a huge amount of knowledge about her subject. She also talks about how to approach creators - know who your talking to and do your research. Find out what Niki has to say.


@thebcma

Presented by @gordonglenister

Produced by Neil Whiteside at Freedom:ONE

S4 Ep6: Dan Snow Explains Why History Is Not A Niche But A Highly Targeted Opportunity For Brands To Engage


TV broadcaster, podcaster and history 'geek' Dan Snow shares his passion for this huge subject and why brands can do well to connect with this audience. Dan talks about the constraints he had at dealing with TV commissioning editors and being restricted to share his dream of bringing historical strories to a global audience. His highly acclaimed podcast gets over 1 million listens a month. Dan also shares the excitement of his latest adventure reliving the famous explorer Ernest Shackleton. He will be sharing content on all platforms and loves being able to share stories directly with his audience. He refers himself as one of the traditional influencers of his time. His Great-great grandfather was British Prime Minister David Lloyd-George and he even made a documentary about his life, even if this wasn't popular with every member of the family. Such an insightful interview and a must listen episode.


@thebcma

Presented by @gordonglenister

Produced by Neil Whiteside at Freedom:ONE

S4 Ep7: Qianna Smith Bruneteau Founder Of The American Influencer Council Talks About Creator Support

 

Qianna is an impressive passionate supporter of creators and is the founder of the American Influencer Council. She talks about the importance of setting standards and supporting creators in their journey with the mentor programme. A lot of creators that start out have no real business acumen and need particular help with financial and legal advice. They have become small businesses. She talks about the trends that will face the industry and her passion for virtual headsets.


@thebcma


Presented by @gordonglenister

Produced by Neil Whiteside at Freedom:ONE

S4 Ep8: Shannon Walker Talks About The Influencer Pay Gap And Supporting Campaign Diversity

 

Shannon Walker is the founder of agency Social Disruption and is a passionate and multi-disciplined communications specialist. She has worked with major brands like Liberty London, where she launched their Influencer Marketing department as well as luxury fragrance brands such as Cartier, Bvlgari, Jimmy Choo, Elie Saab, Alaïa and Issey Miyake. Shannon has enjoyed a seven-year career at the forefront of disruptive Digital PR strategies that have achieved triple percentage YOY revenue growth and increased brand rankings for B2C businesses. Wanting to create more purpose through her profession, Shannon's mission is to help drive industry change around diversity and meaningful communications to reinforce positive and uplifting online environments. In this episode we talked about the disparity of pay for some creators of colour and what we can do as an industry to resolve it. We also discuss brands like Nike that are leading the way in inclusion and others that have embraced stamping out racism as part of their marketing campaigns.


@thebcma


Presented by @gordonglenister

Produced by Neil Whiteside at Freedom:ONE

S4 Ep9: Find Out Why Marc Jarrett Runs Over 200 WhatsApp Groups

 

Marc Jarrett is a professional networker and currently manages over 200 WhatsApp groups. But he started his career in the financial industry - he was a banker and futures broker. Marc has also spent a lot of time in the telecoms sector. He acts now as a business matchmaker. He connects his members with each other through relevant opportunities. Business boils down to people and trust, he says - building human connections first then, building business is second. The audience is global. He knows all of his 'tribe' that are all professionally vetted. He doesn't want any 'bad actors' in there. One of his members was looking for a bodyguard in South Africa, Marc flipped the enquiry to his personal protection group and within a day - someone was hired to fulfil the role. Listen to more of what Marc has to say about this fascinating network.


@thebcma


Presented by @gordonglenister

Produced by Neil Whiteside at Freedom:ONE

S4 Ep10: Clash Founder P.J. Leimgruber On How Creators Can Monetise More Of Their Content

 


P.J. Leimgruber is a serial entrepreneur, investor, and lecturer at the University of Southern California. He has built and scaled multiple venture-backed businesses and currently leads Clash as Co-Founder and CEO. In this episode we talk about the different ways creators can make money out of their content and not just rely on brand partnerships but memberships, donations and developing a fan base. Outside of work, he is a father, music aficionado, and DJ.


@thebcma


Presented by @gordonglenister

Produced by Neil Whiteside at Freedom:ONE

S4 Ep11: How Creators Can Turn Followers Into Customers - Dave Perry Talks E-Commerce

 


Dave Perry is the CEO of a new e-commerce partnership network that over 30K Shopify brands have joined, providing over 320M visitors a month. GetCarro.com helps brands gain attention, sales, and new customers by partnering with other brands in the network. "The goal is to keep users on your store adding all the things they need directly into your cart. Carro provides all the other products they want that you don't currently sell." says Perry. Before Carro, Sony PlayStation acquired Perry's last company Gaikai to establish leadership in the future of streaming video games from the Cloud. This service is called PlayStation Now. Prior to this, Perry was the Co-Founder & Chief Creative Officer of Acclaim Entertainment, helping introduce 'free-to-play' gaming to the western markets. Disney acquired Acclaim. Before that, Perry founded the game development company Shiny Entertainment based in Laguna Beach, CA. Shiny was first acquired by Interplay to capture the rights to Earthworm Jim, then again by Atari, to obtain the rights to the games based on Warner's Matrix movies. After 39 years in the business, Perry remains one of the best-known video game industry veterans, with multiple #1 hits and the Develop - Development Legend award.


@thebcma


Presented by @gordonglenister

Produced by Neil Whiteside at Freedom:ONE

Special Series 1, Episodes: 1 - 5 

SS1, E1: London Fashion Week Special: Why Fashion Influencers Are The New Retailers Ft. Nadia Anya


Fashion and lifestyle content creator Nadia Anya shares her experiences of why influencers are the new retailers and talks about how she styles products and why consumers are turning to influencers they resonate with. Nadia promotes timeless and classic fashion but has also ventured into content and beauty, skincare and lifestyle. Nadia has been on the LTK shopping platform for over 5-years and her audience are used to visiting her shop. Content creators like Nadia have been able to curate styles and products they like and made it so much easier for people to shop. It can be overwhelming to go into some shops because there is so much to choose from, we have narrowed it down for them she says. Nadia talks about the experience when LTK brought the creators together in an Oxford Street pop-up event where they were able to meet their fans. She said to see giant posters of us in the shops helped create so much more awareness. https://www.shopltk.com/explore/nadiaanya #ShopLTK #LTKeurope 


@thebcma


Presented by @gordonglenister

Produced by Neil Whiteside at Freedom:ONE

SS1, E2: London Fashion Week Special: Why Fashion Influencers Are The New Retailers Ft. Mollie Campsie


Mollie Campsie talks about selling online as a creator. People say I am quite seamless in the way I sell she says. Not everyone is a size 6 or size 8, and if they are a larger size they don't know where to shop. A lot of people say I am quite refreshing - it's not all glitzy - I love solving those little problems in my life - comfort can takeover from style. Mollie talks about the value of the 'feedback loop' on social media being like no other - she gets qualitative feedback form her audience. There are discussions on her posts and YouTube channel. She also gets this on the LTK - the analytics are so granular - what really does work and what doesn't. She talks about why some campaigns can be a 'bit messy' with so many discounts 50% off here, there is only a small amount of space we have on their feed.. What would convert me would covert other people she says. Old fashioned features and benefits can work well too and as an ex-telesales operator Mollie brings back some of those experiences. A fascinating conversation #ShopLTK #LTKeurope #londonfashionweek https://www.shopltk.com/explore/molliecampsie


@thebcma


Presented by @gordonglenister

Produced by Neil Whiteside at Freedom:ONE

SS1, E3: London Fashion Week Special: Why Fashion Influencers Are The New Retailers Ft. Mollie Campsie


Edinburgh based influencer Louisa Hatt sees her role as educating her audience. We build a level of trust with our audience and thats why more consumers come to us for advice. My following isn't particularly huge but I do have a high level of engagement. I will only will promote and share pieces I feel strongly about. Its a more efficient way to shop - you love what they wear and believe what they say. She talks about humanising the brand. She has worked with @farfetch and more recently @netaporter. Now she has worked with the brand for more than 5 times and as time has passed - there tends not to be a brief it's more about doing your own thing and it always goes down a storm with followers. Louisa also will often go and find ideal clothes for her followers, if she has posted a question on one of her posts. This has worked really well she says. She trawls the internet to find items she likes and would buy and brings this to her audience.and they really appreciate that with lots of positive comments. It's almost a diluted version of a styling service. Louisa also talks about how she worked with an English heritage brand and some of the comments were amazing, like I wouldnt have even thought about buying this brand if it wasn't for you. Some of her diverse followers said I had never seen myself in this brand and its really great to see you here.

https://www.shopltk.com/explore/nadiaanya #ShopLTK #LTKeurope 


@thebcma


Presented by @gordonglenister

Produced by Neil Whiteside at Freedom:ONE

SS1, E4: London Fashion Week Special: Why Fashion Influencers Are The New Retailers Ft. Josie LDN


Josie is one of the 'old-timers' of the influencer industry having started her online journey over 10 years ago - it all started when she was working in the marketing department of Mulberry. She was also studying at university and her lecturer asked if she could help some of the younger students and explain her job. She was asked over and over again the same questions so she decided to put it on the internet - her blog was born - Fashion Mumbler - she is an avid mumbler she says. She started on Twitter then moved to creating her own YouTube Channel. Josie also got involved in the pop-up shop event hosted by LTK in London last year and she shares her experiences of this. Consumers are so time poor and if they can find someone that is able to help them make the right choices then why wouldn't they do that. And if you find an influencers' style you resonate with then it makes it so easy for you. 99% of people follow influencers because they like the person as a whole.

https://www.shopltk.com/explore/nadiaanya #ShopLTK #LTKeurope 


@thebcma


Presented by @gordonglenister

Produced by Neil Whiteside at Freedom:ONE

Series 3, Episodes: 1 - 21 

S3, E1: Pitch Influence Winner And Coffee Vlogger QuantumCaza Shares His Story


Pitch Influence winner Alfie AKA QuantumCaza who is a Caffeinated Content Creator tells his story including the ups and downs of what it was like in his early childhood. He wanted to create video content that included animations. Animation is one of the biggest storytelling tools and so he commissioned an animator to tell part of his story. Alfie talks about the importance of having a niche when creating content and that’s why he chose coffee. “There is no such thing as bad experience – you are going to learn from it”. An active networker, Alfie misses events and talks about isolation and how content creators have been impacted by the pandemic.


@thebcma


Presented by @gordonglenister

Produced by Neil Whiteside at Freedom:ONE

S3, E2: Working With Influencers Helped EA Games Get Half A Million To A New Game Reveal


In this episode Gordon Glenister, Global Head of Influencer Marketing at the BCMA talks about the gaming industry and how content creators can make a huge difference to the launch of a new game. Kelvin Cery who is Vice President of Client Development and Brand Partnerships of BEN Entertainment Group and Jonathan Dodd, Manager of Global Creator Partnerships of Electronic Arts. The BEN group have had a longstanding partnership with EA and they're also proud winners of the Streamy's Influencer Agency of the Year due to its ground breaking AI technology. We talk about the impact the creators had on a product reveal which almost topped half a million viewers and half a billion minutes watched in less than 24 hours.


@thebcma


Presented by @gordonglenister

Produced by Neil Whiteside at Freedom:ONE

S3, E3: Influencer Marketing Entrepreneur And Founder Of Billion Dollar Boy Edward East Tells His Story


Entrepreneur Edward East talks about why he created the Billion Dollar Boy brand. Edward talks a lot about his personal journey. It all started in 2014 when the industry was almost a passing trend and now have a great team culture. Influencer marketing has been able to create production at scale at home. "Surround yourself with people who have those experiences" Edward says. Having the right team is absolutely vital and the CEO role is more of a support function with your team driving the change. Edward talks about exciting innovations with personalised content and what the future looks like.


@thebcma


Presented by @gordonglenister

Produced by Neil Whiteside at Freedom:ONE

S3, E4: Top Drinks Brand Chivas Regal Explain How They Embrace Influencer Marketing


In this episode Gordon Glenister, Global Head of Influencer Marketing at the BCMA, talks with Martin Jaskolowski, Global Head of Advertising and Digital at Pernod-Ricard. They discuss how the Chivas Regal whisky brand has used influencers to enhance its major advertising campaign. They talk about some of the types of content that has really resonated with the audiences from distillery visits to working with mixologists. They talk in detail about how you measure effective brand campaigns - reach or engagement?


@thebcma


Presented by @gordonglenister

Produced by Neil Whiteside at Freedom:ONE

S3, E5: US Lawyer Robert Freund Shares The Latest FTC Guidelines On Influencer Marketing


In this episode Gordon Glenister, Global Head of Influencer Marketing at the BCMA talks to specialist influencer marketing legal expert Robert Freund shares his insights on the latest changes to the FTC guidelines and what brands and agencies should include in influencer agreements. We also discuss some of the impacts on legal cases and the fines imposed by organisations who don't comply.


@thebcma


Presented by @gordonglenister

Produced by Neil Whiteside at Freedom:ONE

S3, E6: How Purecane Developed Its Brand Identity With Influencers And Reach Over 12% Engagement


Founder of MG Empower, a global influencer agency, Maira Genovese, talks about how she helped Amaris create a new sweetener brand solely using influencers, first in Brazil and then in the US. This exercise involved taking a variety of influencers for a 5 day brand development retreat with brand experts onsite and involving the influencers audiences in the whole process. The engagement from the followers was tremendous but there were incredible insights that helped refine ideas for this exciting new brand. The future opportutnies for co-creation of brands with influencers are endless, find out more about this amazing success story. You can also find more information in the case study.


@thebcma


Presented by @gordonglenister

Produced by Neil Whiteside at Freedom:ONE

S3, E7: A Deep Dive Into The Difference Between An Influencer And A Person Of Influence


Gordon Glenister, Global Head of Influencer Marketing at the BCMA, talks with influencer marketing veteran Jason Falls about promoting excellence in influencer marketing. 'PR man' Jason talks about some of the changes in the sector, including a decline in trust of traditional media and people turning to social media for entertainment and news. Jason talks about our 'circle of influence' and how anyone can be an influencer and the job of a marketer to find these people of influence. In his book, WINFLUENCE, Jason defines the difference between an influencer and a person of influence. An influencer has an audience, however, they may not be influential if they dont engage with them.


@thebcma


Presented by @gordonglenister

Produced by Neil Whiteside at Freedom:ONE

S3, E8: How To Find Influencers With Authentic Engagement


Fake followers and fraudulent activity have been an issue for the influencer marketing industry. In this episode we discuss with one of the leading fraud detection influencer platforms, HypeAuditor how you can work with the right influencers and avoid those with high levels of fake following. CEO Alexander Frolov also shares his thoughts on engagement pods, artificial intelligence, and trends around technology affecting this rapidly growing industry.


@thebcma


Presented by @gordonglenister

Produced by Neil Whiteside at Freedom:ONE

S3, E9: How Charities Are Working With Influencers


Flora Noble Digital Influencer manager at Oxfam talks about how influencers have been a growing part of the Oxfam communication strategy  Many charities dont have a dedicated influencer marketing specialist and so having a dedicated person to develop these influencer relationships has been critical. Oxfam have a national campaign called  #SecondhandSeptember which is aimed at helping create awareness for donated goods. Flora talks about how many of the influencers they partnered with had very positive comments from their followers about coming on the journey with them. And so working in this slightly different way the warmth that was coming through you from the engagement you cant really pay for. Influencers were invited into the Oxfam superstore where they have ethical sourced products, hub for the online shop.  We were able to give them a back end tour a bit like a  behind the scenes which made amazing content creation she says Find out more what Flora has to say.


@thebcma


Presented by @gordonglenister

Produced by Neil Whiteside at Freedom:ONE

S3, E10: Podcasts Are Making A Big Difference To Wellness & Fitness Coaches & Influencers



David Perez is the host of the Audience Coach and specialises in helping coaches in the wellness and fitness industry in creating podcasts. David talks about some of the issues they face from poor audio content talking about very broad topics and a lack of strategy and measure the results. The number of podcasts in this sector has exploded since April 2020 and particularly around mental wellbeing. @lizmoody and @rachlmansfield have been some of the great success strories. David shares other examples in this insightful episode.


@thebcma


Presented by @gordonglenister

Produced by Neil Whiteside at Freedom:ONE

S3, E11: Mark Willams AKA Mr LinkedIn Shares His Secrets Of How LinkedIn Really Works


Mark Williams AKA 'Mr LinkedIn' joins Gordon Glenister, Global Head of Influencer Marketing at the BCMA, for this insightful look at the LinkedIn platform. Mark talks about the common mistakes that people make on the platform and what sort of content is resonating well with examples of Simon Bourne AKA the 'Shoe Guy' who sold premium high quality shoes but used engaging 'behind-the-scenes' storytelling to build his audience. Mark also talks about the challenges many organisations and indviduals face with the change in the algorithms, how by using relevant engagement and why commenting on articles is better than sharing others. There are loads more really useful tips so do check out this episode.


@thebcma


Presented by @gordonglenister

Produced by Neil Whiteside at Freedom:ONE

S3, E12: Futurist Jeremy Scrivens Shares His Insights On The Social Room - Innovation Is The Future To Engage Employees


In this episode Gordon Glenister, Global Head of Influencer Marketing at the BCMA is joined by futurist Jeremy Scrivens as they talk about the future of work. Jeremy, based in Melbourne Australia, is passionate about embracing and unlocking employee potential through collaboration and innovation. He is a sought after speaker, transformation facilitator, culture catalyst and future of leadership coach. Jeremy has been recognised as one of the top 15 global influencers around #futureofwork by Silicon Republic and recognised by Onalytica in their global top 100 #futureofwork. He started by telling us a little about his background and more importantly his passion for the Social Room.


@thebcma


Presented by @gordonglenister

Produced by Neil Whiteside at Freedom:ONE

S3, E13: Mummy Blogger Helen Wills Talks About Major Brand Collaborations


In this episode we hear from Helen Wills who started her blog Actually Mummy in 2011. This was when she realised that talking to the four walls and a baby was never going to be enough. Since then she has earned a reputation as a professional and innovative writer, crafting stories and video for high profile brand campaigns such as Mark Warner, Universal Studios, Heinz and Tefal. Now a full time blogger, podcaster and presenter, Helen’s work has also led to some high profile speaking opportunities at Parliament, and with the BBC, which she says are the best part of her job! Check out Helen's podcast Teenage Kicks on all podcast platforms.


@thebcma


Presented by @gordonglenister

Produced by Neil Whiteside at Freedom:ONE

S3, E14: Livestream Shopping Is Expanding Hugely; We Speak To Video Coach Dexter Moscow


In this episode we are talking livestream shopping with Dexter Moscow, video coach and author of Stand Up and Sell. Dexter has worked with many well known brands and been a former guest presenter for many years on the shopping channel QVC, a brand that now generates over $9bn in revenue. Big E-commerce platforms like Amazon and Alibaba have realised the value of influencers not as mere promoters but highly successful sales drivers. In 2020 Alibaba said it was recruiting 3m influencers, 100k in the first year and Amazon too have requested similar numbers to launch their Amazon influencer programme. Dexter talks about some of the qualities it takes to be a good sales person in a live environment. Some influencers like BeautybyCarla now promote themselves as Amazon Influencers, so what does the future hold for this rapidly growing area. I started by asking Dexter about how he started out in his career.


@thebcma


Presented by @gordonglenister

Produced by Neil Whiteside at Freedom:ONE

S3, E15: Entrepreneur Regi Cash Shares His Insight On Working With Gaming Influencers


In this episide we speak to the founder of 3BLACKDOT Regi Cash. 3BLACKDOT is an influencer-driven digital studio focused on the entertainment intersection between gaming and lifestyle. They're vertically integrated to conceive and produce digital content, merch, events, films, games and books. They partner with digital influencers to drive massive audiences to engage with both established and startup brands/IP. As gaming specialists, Regi also talks about some of the great creators in the space and why they are so successful.


@thebcma


Presented by @gordonglenister

Produced by Neil Whiteside at Freedom:ONE

S3, E16: What Is The Value Of Human To Human Connection - Founder Of Warm Welcome Shares His Story


In this episode we hear from the serial entrepreneur and founder of Warm Welcome, David Jay. David is one of the top photo journalists in the world, has been featured in the top 100 tech and innovation influencers by Intercon and an international speaker. We discuss community and human-to-human connection through the power of personalised video. David talks about your network being your NETWORTH. Take a listen to this highly engaging episode.


@thebcma


Presented by @gordonglenister

Produced by Neil Whiteside at Freedom:ONE

S3 Ep17: Global Ambassador, Author And Speaker Madeleine Black Talks About Changing Behaviour For Sensitive Subjects

 

In this episode, I am joined by global ambassador, speaker and author, the amazing Madeleine Black who shares her own horrific story when she was gang raped at the age of 13 and suffered unimaginable trauma. It took years of personal healing to be able to know when the time was right to decide to talk openly about this. Madeleine refers to herself as the Courage Cultivator and is an inpsiration to millions of women all over the world. After growing up with a burden no teenager should ever have to shoulder, she had the heart to carry out the best revenge plan of all; leading a fulfilling and happy life. For Madeleine, forgiveness was the key. True forgiveness takes genuine effort. It takes a real desire to understand those who have done us so much harm. It is the ultimate act of courage. Listen to this amazing heartfelt interview.


@thebcma


Presented by @gordonglenister

Produced by Neil Whiteside at Freedom:ONE

S3, E18: Fashion And Fitness Content Creator Rowan Row With 1.4m Followers On Instagram Shares His Story

 

Fashion and fitness content creator Rowan Row shares his story from when he came over from Romania not being able to speak the language but now works with global brands like Sony and Aston Martin. Rowan even had his Instagram account hacked and nearly lost everything, yet he has been resilient, consistent and smart with the way in which he has grown his brand into a full time career. Now he has over 1.4m followers on Instagram and a further 1.5m on YouTube. Moving to other platforms like Tiktok would require even more time he says. He has lots of advice for people starting out and for those developing content. Check out his content on Instagram @rowanrow


@thebcma


Presented by @gordonglenister

Produced by Neil Whiteside at Freedom:ONE

S3, E19: How To Work With Micro-Influencers, David Morneau Of InBeat Explains All


David Morneau is the CEO of US based Inbeat agency - specialising in micro-influencers. Micro-influencers can create great value for your investment, they often don't have agents. The brand fit with the influencer relationship is so important. David talks about how to budget for campaigns. Could you run a pilot to see how they engage with perhaps a free product. Understanding how to create an effective ROI is still a challenge for some. Phoneloops is a brand who have 1,000 ambassadors in place, they can 'ship' them because it's a low cost product. It would be different if it was a higher value product. 



@thebcma


Presented by @gordonglenister

Produced by Neil Whiteside at Freedom:ONE

S3, E20: Gautam Ganglani, Influencer, Thought Leader And Global Events Organiser

 

How does a global event organiser and speaker management service run events in a challenging 18 month period? Gautam Ganglani ran 100 webinars last year just to stay connected to his global audience and to build value with no commercial return he says. Traditionally he represented authors and not all of these make great online speakers so it was a big learning experience. The skill set required for trainers is very different for speakers with 1,000 people. Gautam talks about some amazing events he managed with Stephen Covey. Diversity and inclusion have been major topics. Technology, strategy, gaining trust and anything in the communication space. Strategy in particular has been a major topic, hear more from Gautam in this enlightening episode. Thought leaders are providing content online. One of the best examples is Marshall Goldsmith where he provided all of his slides that can be copied and shared. He was the highest paid and most booked speaker by Right Selection.


@thebcma


Presented by @gordonglenister

Produced by Neil Whiteside at Freedom:ONE

S3, E21: How To Find Influencers With CEO Of Social Publi, Ismael Ed-Qudsi

Ismael El-Qudsi is the founder and CEO of Influencer marketing platform Social Publi. Like many PR agencies in the early days of influencer marketing they realised having huge excel files kept updated with influencer data was a huge challenge. In addition to that Ismael says not everyone has a PayPal account. Social Publi works in 35 countries and many of the campaigns running are between 50-200 influencers at the same time so having a proper management tool is essential. Social Publi have over 300,000 influencers signed up to their platform and therefore the data is being driven by the recipients. Ismael shares more of his insights on this great podcast.


@thebcma


Presented by @gordonglenister

Produced by Neil Whiteside at Freedom:ONE


Series 2, Episodes: 1 - 21 

S2, E1: PR & Influencer Marketing


PR and Influencer marketing are often intertwined, Gordon Glenister, Global Head of Influencer Marketing at the BCMA, talks with Director General of the Public Relations & Communications Association (PRCA), Francis Ingham about his take on the PR Industry right now. We also talk about the different types of influence and brand advocacy with leading industry influencer marketing consultant Scott Guthrie.


@sabguthrie

@thebcma


Presented by @gordonglenister

Produced by Neil Whiteside at Freedom:ONE

S2, E2: In Conversation With Photographer's Rebecca Spencer & Latoya Lovell


Getting the right shot is never easy, we discuss some of the ups and downs of working as an influencer photographer. We talk to Rebecca Spencer & Latoya Lovell about the type of cameras to work with and what makes a great shoot but equally, what happens when a photoshoot goes wrong – your worst nightmare right?


@latoyalovl
@rebeccaspencer_photography

@thebcma


Presented by @gordonglenister

Produced by Neil Whiteside at Freedom:ONE

S2, E3: How Do You Ensure Your Campaign Is Legal Across Europe – In Conversation With Lucas Boudet


The European Advertising Standards Alliance (EASA) represents all the leading advertising government bodies in Europe. In this episode we hear from Director General Lucas Boudet on their work in making sure advertising standards are upheld. We also discuss some of the Covid related adverts that were most complained about.


@thebcma


Presented by @gordonglenister

Produced by Neil Whiteside at Freedom:ONE

S2, E4: In Conversation With Amber Doig-Thorne


In this episode we speak to Amber Doig-Thorne who is a highly successful actress, presenter and content creator. Amber talks openly about her experiences as a content creator, the brands she has worked with and the lessons she learnt along the way.


Beazley insurance, have kindly sponsored this episode. They specialise in all areas of media insurance, particularly for influencers. Find out more: www.beazley.com or, if you’re an Influencer in the UK: www.assuredsocial.com


@amberdoigthorne

@thebcma


Presented by @gordonglenister

Produced by Neil Whiteside at Freedom:ONE

S2, E5: Food For Thought - In Conversation With Katy Coffield Of Foodie Tribe


Katy Coffield is the CEO and founder of the Foodie Tribe and runs a successful influencer marketing agency dedicated to food. Hear her fascinating story and why working with food influencers can be good for your brand. Katy shares some of the tips it takes to be a great success.


@FoodTrb

@thebcma


Presented by @gordonglenister

Produced by Neil Whiteside at Freedom:ONE

S2, E6: Getting Diversity Right


In this episode Gordon Glenister, Global Head of Influencer Marketing at the BCMA, talks with Eric Dahan the CEO of leading influencer agency Open Influence and discusses why brands need to ensure they work with a diverse group of talent on campaigns. The Black Lives Matter campaign has raised awareness of the importance of inclusion more than ever now.


@openinfluence

@thebcma


Presented by @gordonglenister

Produced by Neil Whiteside at Freedom:ONE

S2, E7: How Influencers Can Protect Themselves


All sorts of things can go wrong in an influencer marketing campaign. So whether it’s IP theft, failure to disclose, defamation and a lot more. In this episode, Gordon Glenister, Global Head of Influencer Marketing at the BCMA, discusses some of the issues and protection required for influencer marketing with insurance expert Claire Templeton from leading insurance company Beazley.


@BeazleyGroup

@thebcma


Presented by @gordonglenister

Produced by Neil Whiteside at Freedom:ONE

S2, E8: Creativity Is Alive And Kicking


In this episode Gordon Glenister, Global Head of Influencer Marketing at the BCMA, is joined by CEO Mary Keane Dawson  of leading influencer agency Takumi along with top content creator and artist Shaadow Sefiroth  and together discuss the importance and value of creative content in the marketing mix.


@takumihq
@saadowsefiroth

@thebcma


Presented by @gordonglenister

Produced by Neil Whiteside at freedom:ONE

S2, E9: Influencer Marketing Trends - Impact Of Covid-19


Leading influencer specialist Andrew Kamphey, editor of Influence Weekly shares his insights on the influencer market, and still believes the industry is worth $50bn.  Kampney is also the creator of Creatorscape, a unique insight into the key players in the industry. He talks about the growth and importance of online marketing. Recent stats from Bank of America says 8-weeks growth in 2020 has equated to that of the previous 10 years and traditional marketing has suffered hugely. People are spending even more time online but harassment and bullying are still prevalent.


View-time and livestream is considerably up year-on-year and engagement is also 'way up' says Kamphey. Come and listen to more of what Andrew has to say about some of the latest trends in influencer marketing.


@kampheyapproved

@thebcma


Presented by @gordonglenister

Produced by Neil Whiteside at freedom:ONE

S2, E10: How To Tackle Sensitive Subjects


In this episode Gordon Glenister, Global Head of Influencer Marketing at the BCMA, speaks to Sophie Crowther, Head of Talent (Asia Pacific) at top global agency Brave Bison to discuss how to manage campaigns tackling sensitive issues. Sophie talks about the amazing results achieved from a campaign run with the Internet Watch Foundation about how best to tackle the issue when you see indecent images online and how best to report them. After an extensive search, the campaign team found two top influences, Aaron Crascall and EmanSV2 both from very different backgrounds to front the story. Listen to find out more about what they did.

@gordonglenister
@brave_bison_io

@thebcma


Presented by @gordonglenister

Produced by Neil Whiteside at freedom:ONE

S2, Ep11: How To Get 24m Views On Your Channel – Tik Tok Star Sherice Banton


Sherice Banton is a Tik Tok comedy star with over 1.7m fans on her channel. Her success has been around comedy sketches. One of her most successful projects was creating a single story spread over 11 Tik Tok videos and it 'blew-up' to over 24m views. Now a full-time creator she works with a number of top brands.  Sherice talks to Gordon Glenister, Global Head of Influencer Marketing at the BCMA, about her life and her experiences as a content creator.

@shericebanton
@gordonglenister

@thebcma


Presented by @gordonglenister

Produced by Neil Whiteside at freedom:ONE

S2, Ep12: How Influencer Marketing In The Travel Industry Has Changed


2020 was a difficult year for many in the travel industry. In this engaging interview Gordon Glenister, Global Head of Influencer Marketing at the BCMA, talks with content creator Charlie Wild from the Travel Project and also from global influencer manager at Visit Britain Marianne Fakinos. Charlie talks about how more outdoor and adventure brands have approached him and one of the projects involved canoeing the length of the Thames.  One of the campaigns Visit Britain ran in September involved a diverse micro influencer group and not just from travel but from other niches like lifestyle and fashion with some really great results.

@the.travel.project
@visitbritain
@gordonglenister


Presented by @gordonglenister

Produced by Neil Whiteside at freedom:ONE

S2, Ep13: Why Being A Thought Leader Is The New Influencer Ft. Warren Cass


We hear from trainer and speaker, Warren Cass as he talks to Gordon Glenister, Global Head of Influencer Marketing at the BCMA, about what it takes to be a thought leader. Who is really answering the questions of their audience?  Warren talks about the fact there is a vast array of insights available currently, but the 'thought leaders' and 'change makers' that are winning, are those that are helping their clients make sense of it.  Will technology help thought leaders develop more of their personal brand?

@warrencass


Presented by @gordonglenister

Produced by Neil Whiteside at freedom:ONE

S2, Ep14: What Does It Cost To Hire An Influencer


Influencer agency boss Mark Dandy, Founder of Captivate Influence, talks about how much an influencer campaign costs.  He tells Gordon Glenister, Global Head of Influencer Marketing at the BCMA that there are many variables in attributing cost to an influencer campaign. Whether it's on Instagram or YouTube, you need to look at influencer engagement rates,  content quality, values match and so much more. As someone who negotiates with influencers on a daily basis, we hear from the expert on what it takes to get it right.



@markdandy


Presented by @gordonglenister

Produced by Neil Whiteside at freedom:ONE

S2, Ep15: The Growth In Consumer Ambassador Programmes


Paul Archer, CEO and founder of brand advocacy platform Duel talks with Gordon Glenister, Global Head of Branded Content at the BCMA, about the growth in consumer ambassador programmes. Brands are realising that campaigns that involve consumer advocates (fans) come often be seen as more authentic and deliver higher engagement than big celebrity endorsers.



@paularcher


Presented by @gordonglenister

Produced by Neil Whiteside at freedom:ONE

S2, Ep16: Haem Roy, President of BCMA Canada talks about branded content and influencer marketing in Canada


In this episode edition, Gordon Glenister, Global Head of Influencer Marketing at the BCMA, talks to Haem Roy, who is the President of BCMA in Canada. Haem is a storyteller and a global creative strategist, omni-channel marketer and banded content expert. A speaker and panelist, she co-hosts the BCMA Canada Candid chats and actively advocates for diversity and inclusion. We get a different perspective from other countries such as Cananda on what sort of trends are impacting influencer marketing and branded content. Haem starts by telling us a little about her personal story. 




Presented by @gordonglenister

Produced by Neil Whiteside at freedom:ONE

S2, Ep17: In Conversation With Karyn Spencer, CMO of Global Influencer Agency Whalar


In this episode, Gordon Glenister, Global Head of Influencer Marketing at the BCMA, talks to the super impressive Karyn Spencer recently appointed CMO of the influencer marketing agency Whalar. Karyn has had an amazing career working with Ashton Kutcher and as a talent manager for celebrities like 50 Cent, Mariah Carey and Tyra Banks as well as being behind the first ever influencer agency founded by P-Diddy, Ari Emanuel and Oliver Luckett.




Presented by @gordonglenister

Produced by Neil Whiteside at freedom:ONE

S2, Ep18: In Conversation With Jeanette Okwu, Founder of Beyond Influence


In this episode, Gordon Glenister, Global Head of Influencer Marketing at the BCMA talks with the Founder of Beyond Influence an influencer marketing platform. Jeanette has over 10-years experience in the industry and shares her views on the way the industry is moving and where she feels it needs to go.  Jeanette has run global influencer marketing campaigns for Jaguar Landrover in 24 different markets.  You really do need to understand the local cultures and traditions, get it wrong and it can be a costly mistake.




Presented by @gordonglenister

Produced by Neil Whiteside at freedom:ONE

S2, Ep19: In Conversation With Sophie Clark From Talkwalker


In this episode, Gordon Glenister, Global Head of Influencer Marketing at the BCMA talks with Sophie Clark, Marketing Lead for social analytics platform, Talkwalker, the leading insights platform. Sophie shares the key findings from in-depth research conducted with major brands over the latter part of 2020. We find out who have been the major winners and losers in social media and why. How have brands changed their campaign styles over the year and what are they likely to do in 2021.  Brands want more analytics to help drive e-commerce opportunities through major platforms. 




Presented by @gordonglenister

Produced by Neil Whiteside at freedom:ONE

S2, Ep20: Apprentice Contestant & Founder Of Moxiloves Beauty, Pamela Laird Talks About Working With Influencers


In this episode, Gordon Glenister, Global Head of Influencer Marketing at the BCMA, speaks to Pamela Laird apprentice contestant and founder of Irish Beauty brand Moxi Loves. Discussing her passion for beauty and nail products and how Instagram and influencers have helped scale her brand. Pamela shares how using influencers for campaigns with short lead times has proven to be very successful. She explains about gifting and why it's important to gift without control, hoping influencers will promote the product because they love it.  Also giving us a little insight about her time on the Apprentice.


Presented by @gordonglenister

Produced by Neil Whiteside at freedom:ONE

S2, Ep21: Insight Into What It Is Like To Run An Influencer Talent Agency


In this episode Gordon Glenister, Global Head of Influencer Marketing at the BCMA, speaks with Danny Lowney, who is the Managing Director of Sixteenth Talent who talks about what it's like to run an influencer marketing talent agency. Danny explains the role his team take in commercialising opportunities from the traditional publishing deal to the more expansive co-created products. He talks about top YouTuber Gabriel Sey and how by repositioning him as a Dad in the fitness space created a whole new audience for him. Also, how creating a new stationery brand with Jack Edwards proved extremely successful.


Presented by @gordonglenister

Produced by Neil Whiteside at freedom:ONE

Series 1, Episodes: 1 - 21

S1, E3: Essential Legal Advice For Influencers


In this episode we examine the legal aspects of being an influencer, with industry expert Jo Farmer, Partner at leading law firm, 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.


@thebcma


Presented by @gordonglenister

Produced by Neil Whiteside, Freedom:ONE

S1, E8: The Role Of Influencers In Politics


With General Election campaigning well under way in the UK, Gordon Glenister (Global Head Of Influencer Marketing at the BCMA) speaks with Gordon Young from The Drum, and PR Week’s Editor, John Harrington, to get their take on the role of influencers in political campaigns.

Morel-Paulo, Head of Influencer Marketing Strategy at Onalytica.


@thebcma


Presented by @gordonglenister

Produced by Neil Whiteside, Freedom:ONE

S1, E9: The Role Of The Influencer With Luxury Brands


In this episode of 'Influence' we look at the role of the influencer in the luxury brands sector.

Host Gordon Glenister talks to Stephen Farrell, Associate Director, Influencer Relations at leading agency Ketchum, and Jenny Tsai, Founder & CEO of influencer platform Wearisma


@thebcma


Presented by @gordonglenister

Produced by Neil Whiteside, Freedom:ONE

S1, E10: Meet The Influencers


In this episode, host Gordon Glenister meets three BCMA Influence members – Author & speaker Tene Edwards; motivational influencer and member of the BCMA’s Council of Influencers Adam Cam; and legal guru Rupa Shah.


@thebcma


Presented by @gordonglenister

Produced by Neil Whiteside, Freedom:ONE

S1, E11: Meet The Major Players: Tom Augenthaler


Over the next few episodes we’ll be meeting some of the major players in the Influencer Marketing world, starting with Tom Augenthaler. Amongst other things, Tom founded www.theInfluencemarketer.com to share his ideas and knowledge.


@thebcma


Presented by @gordonglenister

Produced by Neil Whiteside, Freedom:ONE

S1, E12: High Profile & Luxury Brands


In this episode we get expert insight into the use of Influencers with high profile & luxury brands. We hear from Monika Shulz of Zurich Insurance and Rachel Clay of Matter of Form.


@thebcma


Presented by @gordonglenister

Produced by Neil Whiteside, Freedom:ONE

S1, E13: Influencer Marketing In China


In this feature-length episode, host Gordon Glenister, Global Head of Influencer Marketing at the BCMA, compares and contrasts the Influencer Marketing Industry in China with Elijah Whaley, Chief Marketing Officer at Parklu.


@thebcma


Presented by Gordon Glenister

Produced by Neil Whiteside, Freedom:ONE

S1, E14: Impact Of Coronavirus On Influencer Marketing


In this episode host Gordon Glenister, BCMA's Global Head of Influencer Marketing, discusses the impact of the Coronavirus lockdown with Jess Markwood – Content & Strategy Director at The Fifth.


@thebcma


Presented by Gordon Glenister

Produced by Neil Whiteside, Freedom:ONE

S1, E15: Influencer Marketing In Challenging Times


More discussion on the impact of the Covid-19 outbreak on the influencer market.  In this episode, host Gordon Glenister, Global Head of Influencer Marketing, talks with Rich Keith, a BCMA Board member and CEO of Fourth Floor Creative.


@thebcma


Presented by @gordonglenister

Produced by Neil Whiteside, Freedom:ONE

S1, E16: Keeping Fit And Healthy In The Lockdown


Influencers, James Middleton and Rob Eades talk about keeping fit and healthy in the lockdown. These top content creators have found newly engaged audiences with their online fitness routines


@thebcma


Presented by @gordonglenister

Produced by Neil Whiteside, Freedom:ONE

S1, E17: SeventeenThe Magic Of Influence


In this episode, Gordon Glenister, Global Head of Influencer Marketing at The BCMA talks to top female magician and star or Britains Got Talent, Josephine Lee (@josephineleeofficial) on how the entertainment industry is being creative in uncertain times.


@thebcma


Presented by @gordonglenister

Produced by Neil Whiteside, Freedom:ONE

S1, E18: The Rules Of Influencer Marketing


In this episode we hear about the rules of advertising practices in the influencer marketing industry – Gordon Glenister, Global Head of Influencer Marketing at the BCMA talks with Emma Smith, Copy Advice Manager at Committee of Advertising Practice or CAP (www.cap.org.uk).


@thebcma


Presented by @gordonglenister

Produced by Neil Whiteside at Freedom:ONE

S1, E19: Worklife Balance In Lockdown


In this episode we hear about life in lockdown – Gordon Glenister, Global Head of Influencer Marketing at the BCMA talks with Influencers Anthea Biggs and John Adams aka Dad Blog UK who talk about home schooling and their work-life balance as content creators during lockdown.


@antheajanebiggs
@dadbloguk


@thebcma


Presented by @gordonglenister

Produced by Neil Whiteside at Freedom:ONE

S1, E20: Virtual Influencer Marketing


Head of strategy at Live & Breathe and Founder of Virtual Influencer Agency Dudley Nevill-Spencer talks with Gordon Glenister, Global Head of Influencer Marketing at the BCMA about the growth of the virtual influencer.


@dnevillspencer

@thebcma


Presented by @gordonglenister

Produced by Neil Whiteside at Freedom:ONE

S1, E21: Influencer Marketing On Tik Tok


Top Tik Tok star Laura Edwards talks to Gordon Glenister, Global Head of Influencer Marketing at the BCMA, about the growth of Tik Tok and how important it will be for brands to engage new audiences.


@laurbubble

@thebcma


Presented by @gordonglenister

Produced by Neil Whiteside at Freedom:ONE

S1, E1: The World Of The Micro Influencer


In this first episode, we look at the world of the Micro-Influencer; we discuss the role of the BCMA in the Influencer world; and look ahead to some exciting events coming up – plus, we have a pair free tickets to a major event to give away. Featuring Andrew Canter, Global CEOof The BCMA and influencers Sarah Mulindwa & Fernanda Zorzal.


@thebcma


Presented by @gordonglenister

Produced by Neil Whiteside, Freedom:ONE

S 1, E2: The Pressures Of Influencer Marketing

In this edition he meets former Big Brother finalist turned Influencer, Akeem Griffiths, and examines the pressures on mental health that being in the public eye can bring.

There’s news from the recent Digital Marketing World Forum, and a look at upcoming industry events.


Plus, three top tips for a successful Influencer campaign from an industry expert.


@thebcma


Presented by @gordonglenister

Produced by Neil Whiteside, Freedom:ONE

S1, E4: Both Ends Of The Influencer Spectrum


In this episode we look at both ends of the Influencer market; meeting micro-influencer Louise Simpson, and Amie Shearer from internet giant Mumsnet.

Plus Vic Miller from Brandwatch gives us her three top tips for a successful Influencer marketing campaign.


@thebcma


Presented by @gordonglenister

Produced by Neil Whiteside, Freedom:ONE

S1, E5: Influencer Marketing In The USA


In the latest episode of 'Influence' host Gordon Glenister, Head of Influencer Marketing at the BCMA, takes a look at the Influencer market in the United States of America.

Featuring Brett Garfinkel of Sylo; Dave Dickman of Tagger and 'The Oprah of LinkedIn' -  Goldie Chan.


@thebcma


Presented by @gordonglenister

Produced by Neil Whiteside, Freedom:ONE

S1, E6: How Influencers Work With Brands


In this episode we’ll be looking at how talent works with brands.  Host Gordon Glenister, Head of Influencer Marketing at the BCMA, will be talking with William Soulier, Founder & CEO of Talent Village; and Adam Field, Head of Global Fan Engagement at Chelsea Football Club.


@thebcma


Presented by @gordonglenister

Produced by Neil Whiteside, Freedom:ONE

S1, E7: What Influencers Really Want - Exclusive Research


In this episode we look at the reults of a recent BCMA/Whalar survey of Influencers; and we take an in-depth look at the industry with Jack Morel-Paulo, Head of Influencer Marketing Strategy at Onalytica.


@thebcma


Presented by @gordonglenister

Produced by Neil Whiteside, Freedom:ONE