Sarah Fulford-Williams Speaks at The Drum Live 2025

At The Drum Live 2025, industry leaders gathered to discuss the latest news, trends, and shifts in advertising, and the evolving role of influencers in shaping brand identity.

On stage, Our Own Brand’s Sarah Fulford-Williams, Hypetap’s Detch Singh, and Unilever’s Leandro Barreto explored why the future of influencer marketing depends on giving creators freedom.

For decades, brand management meant controlling every detail, but Barreto explained that today’s brands thrive when they act as stewards rather than gatekeepers. “Know your fundamentals, then surrender control,” he said, pointing to Vaseline’s ‘Verified’ campaign, which empowered 450 creators to showcase the surprising and authentic ways that they use vaseline. The result? Millions of organic views and cultural relevance that scripted content could never achieve.

Sarah Fulford-Williams echoed this philosophy, “People love content that feels real, independent and raw. Letting influencers interpret your brand, without being prescriptive, allows them to do what they do best.” She acknowledged the risks but argued that the greater danger lies in clinging to control. By giving creators freedom, brands unlock unexpected qualities and cultural resonance that’s impossible to manufacture.”

Hypetap’s CEO, Detch Singh, added that risk can be mitigated with strong creator vetting, brand safety measures, and clear values. The collective takeaway was clear: influencer marketing has matured beyond endorsements. It’s now about trust, authenticity, and cultural storytelling, where creators bring brands into meaningful conversations.

As Sarah summed up, the real power lies in “giving people permission to show you what your brand means to them.” In this new era, brands that embrace creator content may just find their stories travelling further, and resonating deeper, than ever before.