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Seeking nominations for the top executives in influencer marketing

Published by Business Insider on Mon, 11 Jan 2021


<p><img src="https://static1.businessinsider.com/image/5ffc7a21d184b30018aae0db-1292/screen%20shot%202019-09-18%20at%2011.44.33%20am.png" border="0" alt="SeatGeek" data-mce-source="SeatGeek/YouTube" data-mce-caption="SeatGeek's &amp;quotbehind the scenes,&amp;quot video with David Dobrik at his NYC pop-up shop." data-link="https://www.youtube.com/watch'v=JGc7sMKQY70"></p><p></p><bi-shortcode id="summary-shortcode" data-type="summary-shortcode" class="mceNonEditable" contenteditable="false">Summary List Placement</bi-shortcode><p>Unlike in traditional advertising, in influencer marketing the digital creator will often take the wheel when driving a campaign.</p><p>For instance, when mega influencers like David Dobrik or MrBeast work with a brand on a paid campaign, they'll often use some of that money to fund a wild video idea.</p><p>Dobrik has used some money from brand sponsorships to surprise his friends with <a href="https://www.youtube.com/watch'v=J-OwLdWqUsc">a new car</a> or to <a href="https://www.youtube.com/watch'v=fXAIuDbay3U&amp;feature=emb_title">pay off their student loans</a>.</p><p>He's worked with brands like the ticket-selling service SeatGeek, the coupon company Honey, and the video game company Electronic Arts.</p><p>Ian Borthwick, SeatGeek's director of influencer marketing, <a href="https://www.businessinsider.com/inside-youtube-star-david-dobriks-seatgeek-influencer-marketing-deal-2019-9">told Insider in 2019</a> that Dobrik was the "creative genius" behind each sponsorship, adding that the way he introduces and references the brand in the sponsored content is what makes the relationship effective.</p><p>"I think a lot of brands make the mistake of sending over these incredibly complex and restrictive creative briefs," <a href="https://www.businessinsider.com/inside-youtube-star-david-dobriks-seatgeek-influencer-marketing-deal-2019-9">Borthwick said</a>. "Ultimately, those produce bad influencer marketing. It's important to take the backseat and let the influencer do what they do best."</p><p><em><strong>Read more:</strong> <a href="https://www.businessinsider.com/inside-youtube-star-david-dobriks-seatgeek-influencer-marketing-deal-2019-9">How YouTube star David Dobrik and SeatGeek created one of the most effective influencer marketing partnerships</a></em></p><p>But it can sometimes be hard for brands to navigate the world of influencer marketing. We are seeking nominations of the leading executives helping brands thrive in this terrain.</p><p>In this inaugural list, we are highlighting some of the top execs who are successfully building partnerships with influencers on YouTube, Instagram, and TikTok, and are planning the most creative campaigns.</p><p>The ranking will factor in the executive's role, past campaigns, and impact on the influencer space broadly.</p><p>Please submit your ideas <a href="https://docs.google.com/forms/d/e/1FAIpQLSd7QzXLf8yFFdQGwhKfRFapw2npOUmhq5X8EayZxG3mRM-PkA/viewform'usp=sf_link">through this form</a> by January 19, or enter the information below:</p><div><iframe src="https://docs.google.com/forms/d/e/1FAIpQLSd7QzXLf8yFFdQGwhKfRFapw2npOUmhq5X8EayZxG3mRM-PkA/viewform'embedded=true" width="640" height="957" frameborder="0" marginheight="0" marginwidth="0">Loading</iframe></div><p></p><p>The list will be determined by Insider based on our reporting and the nominations that we receive.</p><hr><p><strong>For more on what this list will look like, check out our previous power lists:</strong></p><ul><li><section><p><a href="https://www.businessinsider.com/top-talent-managers-for-youtube-creators-management-companies-list-2020-12">The top 25 talent managers for YouTube creators</a></p></section><section></section></li><li><p><a href="https://www.businessinsider.com/top-managers-and-agents-for-esports-gaming-influencers-and-streamers-2020-3" data-analytics-module="body_link" data-analytics-post-depth="100" data-uri="faa40050c9572fe78fb3130ebc96dc45">The top 17 managers and agents for gaming YouTubers, streamers, and esports competitors</a></p></li><li><p><a href="https://www.businessinsider.com/top-talent-agents-of-youtube-creators-influencers-uta-wme-caa-2019-11" data-analytics-module="body_link" data-analytics-post-depth="100" data-uri="66543a0cdba30cc85762dd15b65adf68">The top 18 talent agents for YouTube creators and influencers</a></p></li><li><section><p><a href="https://www.businessinsider.com/top-pr-agents-publicists-for-influencers-youtube-instagram-creators-2020-2" data-analytics-module="body_link" data-analytics-post-depth="100" data-uri="267e0c1347d3f88c10df2178ccb5d3d4">The top 14 PR pros and publicists for YouTube creators, Instagram influencers, and other digital stars</a></p></section></li></ul><p><a href="https://www.businessinsider.com/seeking-nominations-for-top-executives-in-influencer-marketing-2021-1#comments">Join the conversation about this story &#187;</a></p> <p>NOW WATCH: <a href="https://www.businessinsider.com/what-if-jump-off-international-space-station-2018-6">What would happen if you jumped off the International Space Station</a></p>
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