How Netflix’s worldwide fanfare has paved the way for global influencers

In this piece for The Drum, Jan Taubert, Group Director, ITB Worldwide explored the globalization of content through streaming platforms like Netflix, Hulu and Peacock is propelling lesser-known people of influence into the limelight faster than ever before.

With rising pressure on brands to be relevant and in tune with culture, it’s prime time to look beyond the obvious and expand their horizons when casting talent for their advertising or influencer campaigns. Looking at this through the lens of social following figures alone won’t show what the potential could be once a show drops – this can only come from human insight. Talent can come from anywhere but not all talent gets recognized. It’s essential to work with partners who are on the pulse of culture and have the insight to know when talent is going to drop at just the right time with the right amount of heat.

Read all of Jan’s thoughts in the full article on The Drum here.