How 'Media of Influence' is reshaping modern marketing performance

The Chief Executive of Expressions, David Boon, says the ongoing shift in media marketing presents both challenges and opportunities for stakeholders to rethink and better analyse their media spending.

He noted that global organisations are increasingly moving away from traditional advertising platforms such as radio and television in favour of digital platforms and influencer-led campaigns.

“We see a lot of movement and shift in spending when it comes to marketing, especially with global organisations that traditionally use radio and television platforms for their advertisements,” he said.

Boon said while the trend could impact revenue for traditional media houses, it also creates room for innovation within the industry.

“This is the right time to re-engineer our concept and collaborate more with the creators and influencers of our generation,” he added.

Boon also highlighted the importance of Expressions Influencer Agency, which has been in operation for just a year.

His remarks were made at a summit in Accra organised by the newly launched Expressions Influencer Agency, which brought together industry leaders, marketers and influencers to discuss the shift in media spending and the growing use of influencer marketing.

The summit focused on the movement of marketing investment from traditional media channels to digital platforms, creator-led content, and performance-driven influencer campaigns.

Beyond brand performance, discussions also emphasised the growing influence of Ghana’s creator community. Industry leaders stressed the need to move beyond audience reach and focus instead on audience value, content effectiveness, authenticity, and measurable impact.

The event provided a platform for brands and creators to engage directly, exchange ideas, and build partnerships aimed at delivering long-term value for both businesses and consumers.

Co-founder of Webfluential, Murray Legg, encouraged marketing professionals to pay close attention to brand creators and influencer partnerships.

Some influencers also took part in a panel discussion, sharing insights on the evolving digital marketing landscape.

The summit offered practical insights into how brands can achieve stronger returns on their marketing investments through what industry leaders described as the emerging “media of influence.”

The event, organised by Expressions Influencer Agency, was supported by the Chartered Institute of Marketing, Ghana (CIMG).