Creative content and the power of influencers driving ROI. An industry that is maturing at speed. What are the trends that are driving golden the rules for 2026? It's not a traditional media lever that is easy to track it's power and impact on driving performance... But, with 3 in 5 consumers stating they have purchased based on creator influence, the latest IPA research breaks it down for us. With over half (54%) of brand marketers increasing influencer spend in 2025 according to WFA data, and long-term relationships creating the greatest win of all, investment in creators is becoming a substantial part of the media mix. - Source Marketing Week - Image Credit. Forbes: Lulu Prime