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It’s been on a mission to show it’s a social media platform people use every day. Is that translating with big brands?

Marketers will review whether their tie-in efforts were timely enough as the Barbie juggernaut moves on. Picking your moment isn’t always easy – so we asked a bunch of agency experts how to manage it.

Agency model: how influencer agencies are evolving in the competitive space Not all influencer marketing agencies are the same. And with more than 1,000 of them having sprung up since the industry really took off, we attempt to make sense of this increasingly competitive space with a look at some of the many different models out there. In 2014, with influencer marketing still in its infancy, brands were just beginning to tentatively dip their toes into the space and work with social media stars on YouTube and Instagram. Few of those early adopters could have predic...

How do you create the perfect creator? We find out how scouts in China are scouring social media in search of raw talent that can be shaped into something that sells. Can creativity be manufactured at scale, packaged up and sent out into the world? Pop music is packed with examples of successful ready-made superstars; Korea’s biggest cultural export, K-pop, perhaps the best example. Young starlets, like Dong Bang Shin Ki, Stellar and Prince Mak, are carved from raw material into perfect pop icons, primed to make huge amounts of money as they win the hearts and mi...