[Marketing Week] Bob Koigi: The rise of the B2B influencer

In a fragmented digital world, the race to capture the attention of influential trendsetters is intensifying, with new research revealing their disproportionate power to shape both consumer habits and multi-million-dollar business deals.

Reports chart the expanding dominion of this influential class, identifying them as the crucial multiplier for brand success.

Ipsos’s 2025 Global Influentials survey, a massive continuous programme of over 140,000 annual interviews, profiles the highest-earning households and company leaders who act as "market multipliers." The data shows this group drives trends and accelerates adoption, with 68% being early adopters of products and 80% influencing decisions across 20 product categories.

Simultaneously, Dentsu B2B’s The Superpowers Index identifies a seismic shift in the Asia Pacific region: the rise of the AI-powered buyer and the stunning growth of influencer marketing in the B2B space. The study found that nearly two-thirds of business buyers now reference influencers in their purchasing decisions.

The convergence of these reports paints a clear picture: the old lines between consumer and professional influence are blurring. Trust, once built on product features in B2B, is now increasingly sourced from word-of-mouth, influencer engagement, and brand reputation. The most successful brands are those that combine digital agility with a human, trustworthy connection.

Campaigns of the week

Till Dawn and ICONIC have gathered a modern tapestry of actors, athletes, artists and fans in a heart-warming new Christmas campaign for Chelsea Football Club and Chelsea Foundation that balances touching, feel-good sentiment with celebrity cameos and cultural storytelling.

On the COP30 Presidential stage, Creatives for Climate — the world’s largest network of communicators for climate action — launched The Creative Integrity Playbook, a practical guide to help agencies and brands align their influence with climate science and integrity. The guide is available in English and Portuguese.

Uber has partnered with Snapchat to unveil Can’t Do That If You’re Driving, a campaign using Snapchat’s Generative AI-powered Sponsored Lens—marking the first time an advertiser in Australia has activated the platform’s latest AI technology.

Agencies and accounts

WPP Media has been appointed by Reckitt to manage its media planning and buying across 21 European markets. The partnership will take effect on 1 January 2026 and covers Reckitt’s portfolio of leading health and hygiene brands.

Warner Bros. Discovery has named VaynerMedia Australia as its lead social agency for HBO Max in Australia. The partnership covers creative and production across all social media platforms for the premium streaming service.

Tropical Smoothie Cafe has appointed Fallon as its creative agency of record after a competitive review, marking a significant step as the quick-service chain aims to shift from a fast-growing brand to a widely recognised national name.

Partnerships and acquistions

Two independent agencies, Cundari and LP/AD, have officially merged. The unification under the storied Cundari brand aims to redefine the modern creative agency by blending decades of legacy with forward-thinking, intelligence-driven work.

Amazon Ads and iHeartMedia have expanded their long-standing partnership with a new programmatic audio offering that gives advertisers using Amazon DSP access to iHeart’s extensive streaming audio portfolio.

Internet Initiative Japan Inc. (IIJ) and Sony Semiconductor Solutions Corporation (Sony) have signed an agreement to establish a joint venture that will develop soil moisture sensors and irrigation navigation services for smart agriculture.

Captains of Industry

This week, Marketing Report spoke with Carla Del Porto the Executive Creative Director USA, at DEPT about her mission is to transform DEPT from a powerful industry "whisper" into an iconic and culturally relevant partner by delivering truly integrated, high-craft work.

Other major news of the week

WPP has announced the inauguration of its first campus in Brazil located in the Vila Leopoldina neighbourhood of São Paulo. This innovative space will bring together approximately 4,000 people from across 21 WPP agencies, including powerhouses like Ogilvy, VML, Fbiz, Grey and Burson, within an ecosystem designed to foster collaboration, creativity and innovation.

The Cannes Lions International Festival of Creativity, taking place 22-26 June 2026, has announced updates to the Awards ahead of opening for submissions in January. As commercial creativity continues to reshape business and culture globally, next year's Awards will continue to recognise breakthrough creativity with the introduction of the Creative Brand Lion.

Bob Koigi is the editor-in-chief of Marketing Report.One

Follow Marketing Report on LinkedIn