The Next Play — October 9, 2025
Today’s Plays to Watch
1/ Viplink launches CPM-guaranteed influencer campaigns
Viplink introduced a new service allowing brands to commission influencer campaigns with guaranteed CPM delivery, aiding in managing performance risk in creator marketing.
→ Why it matters: With creator budgets increasingly scrutinized, providing predictability gives a competitive edge. Agencies that can ensure performance are more likely to earn brand trust.
2/ Ferrero N.A. plans $100M sports ad push for 2026
Ferrero North America is planning to allocate more than $100 million for marketing efforts associated with the Super Bowl and FIFA World Cup, including campaigns that promote sports-related brands.
→ Why it matters: Increases in brand budgets allocated to sport lead to greater demand for impactful activations that go beyond simple endorsements.
3/ Giorgio Fresh leans into influencer partnerships
Giorgio Fresh is enhancing its digital footprint by partnering with food creators and culinary influencers to integrate its brand into everyday food content.
→ Why it matters: Non-sports brands are recognizing the importance of athlete-style storytelling through creators. This allows you to connect non-endemic brands with athletes and creators in innovative and unexpected ways.
4/ Influencer marketing “can’t be the only lever” — industry voices weigh in
A recent interview with Poonam Prahlad (Born Hi) suggests that while influencer marketing still holds value, it should function within a larger narrative rather than being the sole driving force.
→ Why it matters: Talent agencies should recognize that relying on single-channel deals is insufficient. Sustainable success depends on layered storytelling, intellectual property, and multi-platform outreach.
Tonbara Take
From today’s developments, a few strategic themes emerge:
Guarantees = credibility. When agencies or creator platforms provide CPM or performance guarantees, marketing moves from being "wishful” to "trusted." This is a lever you should develop.
Bigger budgets demand smarter storytelling. Brands such as Ferrero making significant sports investments will anticipate activation strategies that extend beyond mere logo placement—incorporating content, storytelling, athlete engagement, and fan connection.
Cross-category storytelling wins. As brands like Giorgio Fresh venture into creator space, your agency acts as a bridge—assisting non-endemic clients in crafting athlete- or creator-focused stories that truly resonate.
Diversify beyond influencer packages. As Prahlad and others highlight, relying solely on influencer marketing isn’t enough. Agencies that combine influence with audience engagement, ongoing content series, and cohesive storytelling will dominate the field.
Follow Tonbara Sports & Entertainment for daily insights on how the athlete, influencer, and creator economy is shaping the next era of representation and brand storytelling.