Influencer marketing investment is growing, but consumer trust remains uneven. What separates creator partnerships that build brands from those that generate a brief spike in attention and disappear?
In this episode of The Lead Creative, Mongezi Mtati speaks to Fluence Africa Founder and CEO Jolene Roelofse and content creator, storyteller and media personality Alphi Mkhwanazi.
They explore why long-term creator relationships often produce more believable work, why brands need to look beyond follower counts and how agencies help translate marketing objectives into briefs creators can use.
The conversation also covers creative freedom, co-creation, unclear expectations, campaign backlash and the role of AI in the future of content creation.
This episode was created in collaboration with our production partners, Soweto Media.
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