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Influencer marketing has come a long way, but many brands are still measuring it like it’s 2015, where most briefs still start with: “How many influencers can we use?” “How much reach will we get?” Reach isn’t wrong. But on its own, it’s no longer enough. Today, marketing teams are under pressure to show what actually worked  — not just what was seen. That’s where influencer marketing needs to evolve from reach-led  to performance-led . The Problem With Chasing Reach Reach is

The marketing landscape across Africa is evolving at breakneck speed. With over 40 years of combined expertise through our parent...