))
How Obviously Built a 200,000+ Creator Network (Backed by WPP)
Fetch error
Hmmm there seems to be a problem fetching this series right now.
Last successful fetch was on September 09, 2025 12:25 (
What now? This series will be checked again in the next day. If you believe it should be working, please verify the publisher's feed link below is valid and includes actual episode links. You can contact support to request the feed be immediately fetched.
Manage episode 497333356 series 3468048
Content provided by Prateek Panda. All podcast content including episodes, graphics, and podcast descriptions are uploaded and provided directly by Prateek Panda or their podcast platform partner. If you believe someone is using your copyrighted work without your permission, you can follow the process outlined here https://podcastplayer.com/legal.
Welcome to S3E012 of IMpulse, the Influencer Marketing Podcast — brought to you by Phyllo.
👀 See what you can build with Phyllo: https://www.getphyllo.com/?utm_source...
In this episode, we’re joined by Mae Karwowski, Founder & CEO of Obviously — one of the most tech-forward influencer marketing agencies globally, now backed by WPP. Mae has scaled Obviously from a bootstrap startup to a global agency that runs campaigns with over 200,000 creators for top brands like Google, Amazon, Ulta Beauty, and Facebook.
We dive into how Mae built an AI-driven engine to vet creators at scale, how Obviously balances brand safety with creative freedom, and what brands must know to navigate creator partnerships in 2025. From building tech in-house to pioneering performance-driven influencer strategies, Mae unpacks what scalable influence really looks like today.
🎯 Key Topics Discussed:
1. How Obviously scaled to 200K+ creators & runs global campaigns
2. Why influencer vetting is the new hygiene factor
3. How to define “brand-safe” creators in 2025
4. What brands get wrong about creator risk & censorship
5. The “tightrope” of aligning creator authenticity with brand compliance
6. Why AI + humans is the future of influencer background checks
7. Vetting performance vs personality — where to draw the line
8. Micro-influencers vs Celebrities: Who drives more trust?
9. How creators can future-proof their brand partnerships
10. What’s next for influencer marketing compliance
👀 See what you can build with Phyllo: https://www.getphyllo.com/?utm_source...
In this episode, we’re joined by Mae Karwowski, Founder & CEO of Obviously — one of the most tech-forward influencer marketing agencies globally, now backed by WPP. Mae has scaled Obviously from a bootstrap startup to a global agency that runs campaigns with over 200,000 creators for top brands like Google, Amazon, Ulta Beauty, and Facebook.
We dive into how Mae built an AI-driven engine to vet creators at scale, how Obviously balances brand safety with creative freedom, and what brands must know to navigate creator partnerships in 2025. From building tech in-house to pioneering performance-driven influencer strategies, Mae unpacks what scalable influence really looks like today.
🎯 Key Topics Discussed:
1. How Obviously scaled to 200K+ creators & runs global campaigns
2. Why influencer vetting is the new hygiene factor
3. How to define “brand-safe” creators in 2025
4. What brands get wrong about creator risk & censorship
5. The “tightrope” of aligning creator authenticity with brand compliance
6. Why AI + humans is the future of influencer background checks
7. Vetting performance vs personality — where to draw the line
8. Micro-influencers vs Celebrities: Who drives more trust?
9. How creators can future-proof their brand partnerships
10. What’s next for influencer marketing compliance
Check out the three most downloaded episodes:
If you are interested in being a guest on IMpulse: The Influencer Marketing Podcast, please complete this form: fame.so/phl-guest
Connect with us on a deeper level here: https://beacons.ai/getphyllo
Check out what you can do with Phyllo here: https://www.getphyllo.com
Want to get in touch with Phyllo?
[email protected]
Connect with us on a deeper level here: https://beacons.ai/getphyllo
Check out what you can do with Phyllo here: https://www.getphyllo.com
Want to get in touch with Phyllo?
[email protected]
68 episodes
Share
