Celebrity influencers paid up to £1m to advertise deodorant on Instagram

"When I tell people influencers make £2,000 for a single post, they are shocked, never mind the fact some are making £50,000 for one post."

— Charlie Bowes-Lyon , Executive

"They have built audiences and communities that trust them, and the old adage 'people buy from people' is true."

— Hannah Campbell , Executive

"The real test is whether the creator would plausibly use the product, whether they retain enough editorial freedom to express reservations, and whether the partnership fits the relationship they have built with their audience."

— Katy Howell , Executive