How to Adapt your Influencer Strategy for the New Industry Climate

Today’s Rules for Influencer Marketing

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The CV-19 pandemic has disrupted the business landscape as we know it, and while many challenges have arisen, we know that big changes bring about equally big opportunities. While the global population remains indoors, people are focusing their attention on social media and relying on the influencers they trust in new ways. Social channels are playing a key role in keeping people connected to each other and, of course, brands to their customers. This is an opportunity for brands to rebuild direct relationships and ensure relevancy in their customers’ lives. The onus is on companies to take the time to analyze and measure what their audiences needs are in order to maximize the result of each and every brand action. As a part of this brand journey, influencers will also need to elevate their role to be part of this re-setting of the industry.

As we prepare for this “New Industry Climate” and what it means for Influencer Marketing, we’d like to take you through the trends that we think will define the status of the industry in the next period to help you design your future strategies.

During the session we will cover the following topics:

  • What are the most significant changes that are shaping ‘The New Industry Climate’.
  • Case studies of brands and influencers that are building relatable content today.
  • Smarter metrics to maximize the result of each and every brand action with influencers.
  • The perspective of influencers and brands together with Digital Brand Architects.


Reesa Lake is a Partner and Executive Vice President at Digital Brand Architects, where she leads development with brands, agencies, publishing houses, and digital networks, amongst others. With over fifteen years of media experience, she is one of the foremost experts in branded content and integrations, marketing and branding. Reesa was one of the first employees at DBA and played an instrumental role in helping build a world-class portfolio of digital influencer clients, which include Rachel Parcell of Pink Peonies, Camila Coelho, Amber Fillerup Clark of Barefoot Blonde, Paola Alberdi, to name a few. Four years ago, Reesa launched the Brand Partnership division at DBA where herself and her team were responsible for leading thousands of the most known influencer programs, as well as the strategic positioning of the industry's most coveted talent.
Prior to joining DBA, Reesa served as a Producer for NBC's Great American Health Challenge and led sponsorship sales for live events. She started her career in public relations creating and implementing strategies for the likes of Yigal Azrouel, Donna Karan Hosiery, Gwen Stefani¹s brands and more.

Jennifer Lake is the founder of, a colorful and curated online destination for fashion, travel, home, and beauty. She's been named by PureWow and A Beautiful Mess as one of the top Instagrammers to follow and by the Chicago Tribune and Michigan Avenue Magazine as one of the top style bloggers in the Midwest. Moreover, Lake works full-time as the Senior Vice President of Zapwater Communications, an award-winning integrated communications agency where she leads the agency's key accounts, including global airlines, luxury international hotels & resorts, fashion, retail, beauty and consumer products.

Alison Bringé, Chief Marketing Officer at Launchmetrics, included on Luxury Daily’s Luxury Women to Watch list for 2019, is an industry expert and thought leader, shaping the way the Fashion, Luxury, and Cosmetic (FLC) industries bridge the gap with technology. Alison was also the Director of Marketing & Communications at IMG Fashion, where she was responsible for the digitalization of New York Fashion Week, introducing the technology that has become the standard for Fashion Shows worldwide today. Previous to that, she supported the US expansion for e-commerce giant, NET-A-PORTER, working under Natalie Massenet and Alison Loehnis. In addition to her corporate experience, Alison has been an integral part of the fashion education system as an adjunct professor at Parsons The New School as well as a continued guest lecturer for programs at Condé Nast College and il sole 24Ore Business School. She holds a Masters from SDA Bocconi’s School of Management in Italy as well as a Bachelor’s of Arts degree in Advertising & Communications from the University of Central Florida in the United States.