Episode 2 of the Influencer Marketing Lab podcast where I speak with The Fifth's founder and MD Oliver Lewis about the evolution of story formats


The podcast is sponsored by Tagger the data-driven influencer marketing platform and social listening tool.

The Influencer Marketing Lab

Show notes

Welcome to episode 2 of the Influencer Marketing Lab - a weekly podcast tracking the growth spurts and growing pains of influencer marketing.

In this show I talk with Olly Lewis, founder and MD of The Fifth group, part of News UK.

In March 2019  Olly founded The Fifth - a creative and strategic influencer marketing agency. In February this year Olly followed up by founding The Fifth Talent - a talent agency.

The Fifth group is owned by and sits within News UK alongside media businesses which include The Times, Sunday Times, Wireless Radio and the Sun. Oliver leads the new group as Managing Director.

Clients include TAG Heuer, Undisputed Paris, Hun Wine, Lucozade, Kendo beauty group, & Boots.

Prior to the Fifth Olly was Director of Digital Strategy for News UK. There he led commercial innovation, digital strategy and product development.

In our interview we cover:

  • What it's like being owned by a mainstream media titan
  • Whether influencer marketing can ever de-thrown TV as the largest advertising category. [Spoiler alert: yes we think it can]
  • Evolution of storytelling formats
  • Why not all influencer marketing best practice is beneficial to the industry
  • Artificial Intelligence as a false friend
  • Importance of nurturing a positive organisational culture within an agency
  • Industry's pivot from a creative-led strategy to a talent-led strategy

For a full breakdown of discussion points turn to the episode's chapter markers.

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Scott Guthrie is a professional adviser within the influencer marketing industry. He is an event speaker, university guest lecturer, media commentator on influencer marketing and active blogger. He works with brands, agencies and platforms to achieve meaningful results from influencer marketing. That tells you something about him but it's not giving you a lot of detail, is it? So, read more here.

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