How brands are working with influencers now


The last few months have seen major changes: COVID-19, lockdown and Black Lives Matter have made us think differently about our world and how we move through it. We’ve also seen dramatic changes in the world of social media. Influencers are examining how they do their work and maintain their living as influencers. Our Zoom explored how social influence is changing for brands and paid projects. We talked with PR and brand professionals about content and messaging, the need to pivot and emerging trends. 


Watch the video now!



The panelists

Danny Whatmough

Danny Whatmough is Managing Director at Red Consultancy, where he leads the agency’s consumer division, PLAY, and the social team, Shiny Red. Through his career he has worked with a wide range of brands including HSBC, Huawei, the UN, Kellogg’s, Pernod Ricard, Nespresso, Rimmel, Unilever, Vauxhall, Electrolux, Takeda and GSK.

Before joining Red, he was Managing Director, Integrated Media at Weber Shandwick where he oversaw a multidisciplinary team working across media relations, social media, influencer marketing, paid media and search.

Before Weber he was the global digital lead for Ketchum’s P&G business – running digital and social activity across 14 P&G brands including Braun, Gillette, Pantene, Head & Shoulders, Olay and Max Factor.

Danny is a digital engagement specialist that has spent over 15 years enabling brands to build engagement via online communities. He is active in the wider industry as chair of the PRCA’s digital group and is in demand as a commentator and speaker.

Danny’s first book – Digital PR – was published in 2018.


Amy Skelding

Amy Skelding is a senior partner at Brighter Group, a FINN Partners company, winner of Best PR Agency at the Travel Marketing Awards 2018, 2019 and 2020 and Best PR & Representation Agency at the TTG Awards 2019. She started her career in travel as a nine year old reporter for BBC Radio 4’s Breakaway, was named one of TTG’s Tomorrow’s Travel Leaders in 2013 and now runs a busy PR & rep team working on everything from press trips, TV programmes, influencer campaigns, crisis communications, press office activity, marketing, trade sales, pop up and big brand activations for a wide range of clients from tourism boards to hotel groups, tour operators and airlines. Her huge network of travel industry and media contacts know her for a no nonsense approach and her constant search for ‘the story’. Tenacious, creative and a self-confessed grammar nerd, she’s not afraid to challenge and debate the evolution of the industry.




Susanna Scott portrait by Boggio StudiosSusanna Scott 

 Scott founded the BritMums social network in 2008 after a career in marketing. She wanted to create a space for parent bloggers to network, and share ideas and opportunities. Together, with her BritMums cofounder Jennifer Howze, she launched the first blogging conference in the UK. She is often quoted as a pioneer in the UK mum blogging space and has been named a top female entrepreneur. She has been featured in The Times, The FT, The Independent, The Guardian, The Sun, Technorati, She, Primo Baby and Red magazine, amongst others. She speaks frequently about blogging, social networking and the BritMums community at industry events. Her blog A Modern Mother ranks in the UK’s top 10 Family Travel Blogs.




Jennifer HowzeJennifer Howze 

Jennifer Howze is Cofounder and Editorial Director of BritMums and an award-winning journalist who has worked in New York, Paris and London. She has contributed to The Times, The Guardian, The Independent, The Wall Street Journal, Conde Nast magazines, and two books: Frommer’s Secret Hotels of Cornwall and Standing Up to Supernanny. She has appeared on BBC Breakfast, Woman’s Hour and BBC radio as a blogging and parenting expert. She is co-founder of BritMums as well as the UK’s first parent blogging conference. Previously she was Online Lifestyle Editor at The Times and originated its Alpha Mummy blog before launching


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BritMums is the UK’s original collective of lifestyle bloggers and digital influencers, fueling the country’s most influential social content. We lead the online conversation with members who are parent social influencers creating content on topics ranging from food, parenting, travel, politics, style and more.


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