Jo Lepore

speaker

301 appearances 4 recordings 1 series first heard Jun 2026 last heard 28 Jul

Jo Lepore’s voice in public audio — every appearance, attributed to the second.

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recordings per month · last 12 months

Recordings per month over the last 12 months — 4 in all, peaking in Jul 2026 with 2.

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Looking Outside · Who are 'influencers' influencing? (Marketers.) - Marketing Professor Ramanathan Vythilingam · 13 Jul 2026 podcast

So it's a natural evolution of that balance of the mix.

And yet, and I'm really curious on your take on this, you have some organizations.

Organizations that are doubling down on social media or influencer, right?

And I'm thinking of Unilever and their recent announcement.

I'm sure you get asked this question a lot because of your time at Unilever, but shifting 50% of its global media budgets to social channels, scaling their creator network to 300,000 influencers, is that an overweighting in the marketing media mix towards social?

Yes, definitely.

Or especially when you have a house of brands, right?

And you you can't just apply the same rule.

Yeah, and also guided by

Well, if you're going to go and do that, how do you leverage the evidence around what is most effective in that space?

If we uh take the position of the consumer

or the average person that's interpreting all all of this.

And maybe for some of the listers that are not in marketing and branding, you know, I can't go on my social media without some person trying to sell me something.

Advertising is just

literally everywhere and one thing we know is people hate advertising and at best they're indifferent about brands, even though obviously some people love brands, but we know that's a very tiny portion of people.

Is influencer marketing just another way for advertising to proliferate?

into our lives in maybe unwanted places.

Does it make sense or is it taking advertising too far?

It's interesting too with influencer content, going back to the word that you used around it being a paradox, you know, when we talk about storytelling and marketing, that that space around influencers feels like kind of the place to tell the story, you know, like your

not just there to serve them the brand message because that's why you're using an influencer strategy in the first place for all the reasons that you listed.

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