Sanghamitra Karra from Morgan Stanley emphasizes the importance of showcasing the successes of talented women founders as both an equity issue and a business imperative. Jenny Tsai, CEO of WeArisma, applies data analytics principles, inspired by “Moneyball,” to the influencer marketing industry. WeArisma’s SaaS platform helps global enterprises optimize their marketing spend, contributing to the industry’s growth, which surpassed $16.4 billion last year.
Published On: February 3, 2023
Highlighting Innovation and Equity in Influencer Marketing
Sanghamitra Karra, Managing director and EMEA head of the Multicultural Innovation Lab at Morgan Stanley:
“Different kinds of founders tend to solve different kinds of problems with hugely innovative solutions, there’s a need to over-index and actively “showcase the successes of these extremely talented women”, not just as a question of equity but of business imperative.”
Tsai’s company WeArisma is a SaaS platform providing influencer analytics to global enterprises to optimise marketing spend and to achieve communication objectives.
Last year, the influencer marketing industry’s worth surpassed $16.4b and 80% of social media users base their purchasing decisions on influencer recommendations. Inspired by the book Moneyball, Jenny applied the principle of data analytics to influencer marketing.
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Cannes Lions has always been where the industry takes stock, not just of the work, but of where the money is going and why. This year, creator marketing will be front and centre. Not because it’s new, but because the ground underneath it is shifting in ways that are forcing brands to fundamentally rethink how they plan, measure and value creator partnerships.Â
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The top 100 media and entertainment brands across video streaming, audio streaming, and content creation generated $63.4B in total Earned Media Value in 2025, up +7.0% YoY. Growth is uneven across sub-sectors, video streaming surged while audio streaming declined sharply, platform dynamics are shifting fast, and a handful of breakout brands are rewriting what influence looks like in entertainment.
TikTok grew +70.2% YoY and is rapidly closing the gap on YouTube as the dominant entertainment influence platform. YouTube remains #1 at $32.6B but declined -11.3%, while Instagram grew +4.4% to $13.3B. Facebook nearly doubled to $7.3B (+98.9%), making media and entertainment one of the few categories where four platforms are genuinely competing for share.
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