Influence, influencers, creator economy and ‘systems thinking’… Standby for some new buzzwords like people-based influence and privacy-friendly zero party data, as the global influencer market is set to top $16bn this year. But the influence industry is still unhinged, poorly managed and needs integrated measurement to help marketing teams understand business impact. And for different reasons, corporate strategy, market research and agency strategy planning are facing structural overhauls that a new venture, The Influence Group, is banking its new model on. Here’s why. 

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