As brands continue to recognize the value of influencer marketing at scale, the explosive growth of influencer marketing will increasingly play an important role in the modern brand marketer's toolbox. Today's consumers prioritize authenticity, seeking relatable connections and often trusting influencers as they would friends. This masterclass explores the fundamentals of successful influencer partnerships and the challenge of maintaining authenticity within commerce-driven environments. President of influencer marketing agency Bobbie, Donetta Allen, will examine the power of creator-led storytelling and share how brands can build 'friend-like' bonds between influencers and their audiences, as well as effective methods for identifying and sustaining partnerships with influencers who embody authenticity and align with brand values. The discussion will also cover best practices for empowering influencers to create resonant, authentic content and proven strategies for fostering genuine two-way communication that builds lasting trust and drives meaningful engagement.
Donetta Allen is a seasoned leader in influencer, social, and digital marketing, currently serving as President of Bobbie, a newly launched influencer‑first agency under Stagwell’s HUNTER network. With over 25 years of experience, Donetta co-founded HUNTER’s Social, Digital & Influencer practice in 2010 and was appointed its first Chief Influencer & Social Media Officer in July 2021.
As President of Bobbie—which operates from hubs in New York, Los Angeles, Toronto, Montreal, and London—Donetta focuses on building authentic brand–creator connections that yield long‑term consumer trust and loyalty CommPRO. She describes the agency's mission as matching brands with trusted voices that communicate in natural, approachable ways to create meaningful, lasting relationships.
Throughout her career, Donetta has led large-scale influencer campaigns and helped shape the role of social media in marketing strategy, earning a reputation as a visionary in the creator economy. Under her leadership, Bobbie aims to advance influencer marketing from a supporting tactic to a core revenue-driving channel.
