In Brand Zone, one of France’s influencer marketing pioneers explores how the industry is evolving
Influencer marketing is now regarded as an essential part of brand strategy. Since its early days, the industry has undergone a profound transformation: creators have become more professional, campaigns more structured, and performance has moved to the heart of strategies.
In this new episode of Brand Zone, Cyril Attias, one of the pioneers of influencer marketing in France and Director of GLOBE ADMS, shares his expertise. As part of GLOBE GROUPE, the agency specialises in influencer marketing and social media.
Since 2010, Cyril Attias has witnessed and supported the evolution of the market. Throughout the episode, he looks back at his journey, explores the industry’s transformation and shares his vision for the future of influencer marketing.
Influencer marketing: from an emerging channel to a structured profession
Over the past fifteen years, influencer marketing has undergone a profound transformation. Early collaborations between brands and creators have gradually evolved into more structured strategies, now fully integrated into marketing and communications plans.
In Brand Zone, Cyril Attias explores this evolution. He discusses the professionalisation of creators, changing platforms, campaign development and the evolving role of agencies.
Today, the industry has reached a new level of maturity. Creators are no longer selected solely for the size of their audience. Their creative universe, community, ability to produce engaging content and affinity with the brand all play a greater role. As a result, choosing the right profiles has become a key part of building relevant and effective influencer marketing strategies.
At GLOBE ADMS, influencer marketing becomes a strategic lever
At GLOBE ADMS, influencer marketing forms part of a broader approach designed around both brand and business objectives.
Each campaign addresses specific goals: building awareness, strengthening consideration, generating engagement or supporting a product launch. Influencer marketing can also help drive purchase intent.
To achieve these objectives, GLOBE ADMS builds each campaign around a tailored strategy. The agency selects creators based on their profile, audience and relevance to the brand. It then develops content strategies that naturally integrate products and key messages.
As a result, influencer marketing creates a connection between creativity, communities, brand strategy and performance.
Performance moves to the heart of influencer marketing
As the market becomes more professional, brand expectations are also evolving. Visibility remains essential. However, it is no longer an end in itself.
Today, influencer marketing campaigns are built around clear and measurable objectives. Reach, impressions, engagement and interactions can all be used to assess campaign performance.
At GLOBE ADMS, this approach integrates influencer marketing more broadly into the consumer journey. Creators can play different roles at each stage, from brand discovery through to consideration and purchase intent.
As a result, influencer marketing goes beyond simply generating visibility. It becomes a strategic lever that can support a wide range of marketing and business objectives.
The future of influencer marketing is already taking shape
At the same time, the industry continues to evolve. New formats are emerging, while the way audiences use platforms continues to change. The boundaries between influencer marketing, social media, content and commerce are also becoming increasingly blurred.
In Brand Zone, Cyril Attias explores these changes through his extensive experience of the market. He also shares his expertise through his Marketing & Influence podcast, where marketing, communications and creator economy professionals are invited to share their perspectives.
One trend is clear: influencer marketing continues to professionalise. Its role within brand strategies is evolving alongside the changing behaviours and expectations of both consumers and creators.
Brand Zone x GLOBE ADMS Podcast
Discover this episode of Brand Zone featuring Cyril Attias and go behind the scenes of influencer marketing with one of the industry’s pioneers in France.
Listen to the full Brand Zone x GLOBE ADMS episode
