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Welcome to S3E04 of IMpulse, the Influencer Marketing Podcast!

IMpulse is brought to you by Phyllo.

👉 Check out what you can do with Phyllo: https://www.getphyllo.com/?utm_source...

In this episode, we’re joined by Mikhail Hanney, Managing Director at Pulse Advertising — a leading force in influencer marketing, helping global brands scale creator-led campaigns with impact.

Mikhail shares his 10+ year journey at Pulse and the secret sauce behind their standout work with brands like MAC, Hyundai, and more. From how to build truly authentic influencer campaigns to navigating cancel culture and brand safety, this episode dives into the challenges of staying relevant in a fast-evolving, AI-powered landscape.
We also unpack how brands are managing shrinking budgets, the rise of AI in creative workflows, and why "simple human truths" will always beat overproduced content.

🎙️ Key Topics Discussed:

1.The rise of Pulse Advertising and creator-first campaigns

2.Why most influencer campaigns fail — and how to fix them

3.How brands can use AI without losing authenticity

4.Brand safety, influencer vetting, and cancel culture

5.EMV, owned media value, and how Pulse measures real impact

6.Mikhail’s bold prediction about the next big social media platform

🔗 Follow Mikhail Hanney on LinkedIn:   / mikhailwh  

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📌 Chapters:
00:00 - Intro
01:24 - Introduction of Mikhail Hanney
02:11 - Social Media Trend Mikhail Secretly Dislike
03:00 - Mikhail's Most Used Social Media App
03:37 - Building Pulse's Reputation
06:55 - Challenges in Influencer Marketing Campaigns
10:10 - Complexities of Budgeting for Influencer Marketing Campaigns
12:30 - Impact of AI on Marketing Strategies
16:40 - Tools for Social Media Management
17:30 - Insights on Earned Media Value
21:37 - Personalizing Social Media Creatives using AI at Pulse
24:55 - Managing Brand Safety with Influencers
27:53 - The Role of AI in Influencer Vetting
29:52 - Understanding AI's Limitations and Biases for Social Media Background Verification
31:28 - Cancel Culture and Brand Reputation Management
33:37 - Leveraging AI for Paid Social Media Advertising
36:14 - Future Opportunities in AI and Marketing
40:07 - Day in the life of Mikhail Hanney as Managing Director of Pulse Advertising
42:13 - Predictions for the Future of Influencer Marketing
43:50 - Book Recommendations

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