Influencer marketing in a new era: how creators are transforming the PR industry

In the article for Marketing & Media, Tereza Hadrbolcová, who leads influencer engagement at Ogilvy, and Václav Rambousek, head of Ogilvy’s PR department, explore how influencer marketing is entering a new era and how content creators are reshaping today’s PR and communication landscape. Influencer marketing is no longer just about follower numbers or one-off collaborations, but about meaningful connections between brands and creators who, through their authenticity, style, and understanding of their audience, can reach people at different stages of their decision-making journey.

The text shows that effective influencer work requires more than a brief and a deliverable. It needs context, a longer-term perspective, and a blend of PR principles with the way creators work. Today, creators are not just distribution channels but part of a brand’s story, helping to build trust and add depth to communication.