Influence Weekly
Join us as we dive deeper into the latest trends, insights, and stories from the world of influencer marketing and the creator economy. Our podcast brings you exclusive interviews with industry leaders, in-depth analysis of key topics, and a behind-the-scenes look at the stories that matter most to our community.
Influence Weekly
August 2025: Big Consulting Goes Creator, Private Equity Channel Takeovers & McDonald's Niche Strategy
In this industry-shifting episode, hosts Ceci Carloni and Nii Ahene unpack three stories that show how traditional business is reshaping the creator landscape:
💼 Accenture Makes Its Move: One of the world's biggest consulting firms acquires Super Digital, the influencer agency behind campaigns for Amazon, Apple, and Pinterest. This isn't just another agency deal—it's a signal that influencer marketing has officially entered the enterprise consulting world. We explore what this means for creators when global consulting giants start treating influence as core business strategy.
📺 Private Equity Buys YouTube: PE firms are acquiring entire YouTube channels, swapping out creators for new talent and pushing harder for sponsored content revenue. We debate whether this represents real growth in the creator economy or the beginning of content factory capitalism that could strip away the authenticity that made these channels valuable in the first place.
🍟 McDonald's "Theory of Smalls": The fast-food giant ditches big brand messaging for micro-targeting niche communities through Minecraft, manga, and K-pop collaborations. This new strategy from Cannes suggests brands should focus on small fandoms that drive culture rather than mass appeal. But does going hyper-niche risk alienating the broader audience?
From billion-dollar consulting acquisitions to the financialization of YouTube to McDonald's betting on niche culture—this episode captures how traditional business is fundamentally reshaping the creator economy landscape.
The Big Three by Influence Weekly: 3 Biggest Stories. 1 Essential Conversation.
The Big Three by Influence Weekly: 3 Biggest Stories. 1 Essential Conversation.