In Episode 5 of this season’s Digital and Dirt podcast, Ian welcomes Jenny Penich, North America President at global influencer marketing business, Influencer, to discuss the importance of seamlessly integrating influencers into media buys and how consistency among creatives allows ads to be more engaging. 

During the episode, Jenny discusses the following:

• Career Journey: She shares the story of her diverse career beginning with an ad sales position at the Chicago Tribune before moving through various media roles and ultimately joining Influencer. She highlights the challenges she faced in transitioning from traditional media to influencer marketing.

• Digital Evolution: Jenny discusses the evolution of media, particularly the shift from traditional advertising to digital and influencer marketing, and explores how platforms like TikTok and Instagram have changed how brands engage with consumers.

• Influencer Marketing: She explains how Influencer focuses on combining creativity, data, and technology to drive effective influencer campaigns, stressing the importance of allowing creators to be authentic and brands to have creative freedom to maintain engagement with audiences.

• Importance of Measurement and Strategy: Jenny details how her agency uses measurement and data-driven results to prove the effectiveness of influencer campaigns and why influencer marketing should be treated as an integral part of a broader media strategy and not as a line item. 

To learn more about Jenny Penich and Influencer, tune in on podcast platforms like Spotify and Apple Music.