Jon Davids

You want to get something that encapsulates everything.

But yeah, it's a bit of influence, its own world.

I came up with city.

I think I actually sat down in the end and just wrote down a whole bunch of words, left side of the page, right side of the page.

Our start was influencer marketing.

So that was the inception of it.

And that's all we did for the first five years.

It was a long time before we added any other services.

I would say it's not crowded, it's splintered.

And the more influencers that come along, the more space they carve out and they do take share away from others, but it's share that is better used on exactly what they're doing.

The high level influencers and influence in our culture is incredibly niche.

It's incredibly fragmented.

We all live in our own brand bubbles.

We all swipe the feed on TikTok and Instagram and see something and think everyone else is seeing it.

Well, here's a newsflash.

No one else is seeing it.

You turn to the person to your right and your left.

They're seeing something totally different.

So we're all in our own cultures and our own bubbles.

And I think influence plays a big part of that because everybody can grab a mic and a camera.