The Drum – ‘20% of media spend will move to social’: Creators’ New Place in Marketing

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With ad spend continuing to rise and digital taking a bigger slice of that pie year-on-year, social too is growing its share. At a recent roundtable with experts from The Drum Network – from a global head of social to a founder of a leading social agency and a TikTok creator – The Drum asked: how is the role of influencers shifting in the modern marketing ecosystem?

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