Episode 13 of the Influencer Marketing Lab podcast where I speak with Emily Trenouth, head of influencer marketing at MediaCom.


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

Show notes

Welcome to episode 13 of the Influencer Marketing Lab - a weekly podcast tracking the growth spurts and growing pains of influencer marketing.

This week I'm in conversation Emily Trenouth, head of influencer marketing at MediaCom.

In our interview we cover:

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

  • Emily Trenouth's role as internal champion of influencer marketing at Mediacom 
  • The proof points used to validate influencer marketing internally within the media agency and externally to clients   
  • Moving from a PR channel to a performance-based channel
  • How 2020 was the year influencer marketing was validated as a marketing channel
  • The key takeaways from the Influencer Marketing Show
  • Why diversity and inclusion is much more than just casting diverse talent
  • Another look at measurement and evaluation
  • Questioning the value of virtual influencers (awks - my chapter on virtual influencers was published this week by Routledge in a new text book)
  • Better transparency around influencer gap and influencer fraud - the benefits of a payment benchmarking system
  • Transferring organisational knowledge around Mediacom 

Useful links from the show

MediaCom Emily Trenouth biography

Emily Trenouth started her career working in Financial Services. However, whilst blogging as a creative outlet she recognized the opportunity for bloggers and influencers to collaborate with brands. 

In early 2016 Emily swapped Financial Services for influencer marketing and joined Takumi - one of the UK’s first influencer platforms. 

After leaving Takumi Emily worked with influencer & content marketplace TRIBE to help launch first their UK operation and then their US offering.

In November last year Emily returned to the UK and  joined MediaCom as Head of Influencer Marketing . Emily tells me influencer marketing is MediaCom's fastest growing division within content marketing.

Her role is to lead the Influencer Marketing offering for both UK & Worldwide clients such as Coca Cola, Mars, LVMH, and Sky.

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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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