Brands Shift to Long-Term Influencer Partnerships Strategically
Published on 7.21.25
Blue Hour Studios' head of growth, Monika Ratner, notes a significant shift in the influencer space, with brands doubling and tripling their investment in organic growth. In contrast to last year's one-off campaigns, heritage brands and new entrants are now opting for annual evergreen strategies. According to Holly Bent, svp at Billion Dollar Boy, this has led to an increase in agency of records (AOR) requests, with most RFPs now seeking long-term partnerships, a change from the 25% or less seen previously.