In this episode, we sit down with James Wallis, Head of Marketing for NatWest Group, home of award-winning campaigns such as Backing Business.

After 11 years at NatWest, James discusses his opinion on employee tenure as well as sharing tips for perfecting the creator selection process and insights into future trends in the influencer marketing industry!

Listen to the full episode for more insights into:

Aligning Creators and Brand Values

‍James explains why marketers need to live and breathe social media to understand trends, identify rising stars, and implement a careful selection process to ensure the best brand fit in order to nurture long-term relationships with top creators. Marketers must immerse themselves in the ever-evolving social media landscape to stay ahead of trends and spot emerging talent early on. This deep understanding allows them to strategically align with influencers who resonate with their brand values and audience. For James, selection process is critical to ensure influencers embody the brand’s ethos authentically.

‍The Rise of B2B Influencers

‍James discusses how entrepreneurship has become a cultural phenomenon, and why figures like Elon Musk and the Kardashians highlight how everyone is becoming more business-oriented. This trend signifies a democratisation of business, where individuals across various sectors seek to harness their influence for professional growth. Consequently, the emergence of B2B influencers is reshaping traditional business practices, emphasising personal branding and direct engagement with audiences.

Future Trends In The Creator Industry

‍James believes culture, creativity, and context in the marketing industry will only become more important. As digital platforms evolve, the demand for content that authentically reflects cultural nuances will increase. Marketers will need to prioritise creativity, crafting campaigns that stand out in a crowded digital space while remaining culturally relevant. The context in which content is delivered will also be crucial, as consumers seek personalised and meaningful interactions with brands. This shift will push brands to innovate continuously, integrating cultural insights and creative strategies to connect with their audience on a deeper level.