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Influencer marketing shifts from add-on to core strategy

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Kolsquare has published research arguing that brands that treat influencer marketing as optional risk falling behind, as the practice is now embedded in mainstream marketing activity.

The findings point to growing use of influencer marketing within broader communications and advertising work in the UK and across Europe. In the UK, 52% of marketers already integrate influencer marketing into PR and communications strategies, while 46% link it to wider brand campaigns. The same share use paid media to amplify creator content.

Across Europe, 49% of brands now include influencer marketing in PR and communications activity. The report argues that marketers are moving away from treating creator work as a separate or experimental channel and are instead tying it to wider commercial targets.

That change is also affecting how campaigns are assessed. Likes, reach and impressions have long been standard measures in influencer marketing, but brands are increasingly looking for campaigns to deliver clicks, web traffic and sales.

Rather than relying on isolated sponsored posts, marketers are using influencer activity across several stages of the customer journey. The research points to rising investment in longer-term creator partnerships, user-generated content and affiliate activity as part of that shift.

Budget shift

Spending plans in the report suggest the trend is likely to continue. Across Europe, 82% of marketers plan to increase spending on paid amplification of creator content, 59% expect to invest more in long-term creator partnerships and 55% plan to raise spending on user-generated content.

The report also points to broader integration of influencer work into internal business systems. Brands are increasingly connecting influencer activity to eCommerce tools, customer relationship management systems and affiliate tracking, making it easier to identify which content is linked to sales and customer growth.

As a result, influencer marketing is being measured alongside other channels rather than in isolation. This marks a shift in how marketing teams justify spending and evaluate returns from creator-led campaigns.

Trust factor

Kolsquare’s research also says campaign performance is closely tied to trust between creators and their audiences. It argues that content seen as authentic and grounded in a genuine relationship can perform better, and adds that clear disclosure of paid partnerships does not harm results.

That suggests marketers should focus less on hiding sponsorship and more on choosing creators whose audiences see them as credible. The emphasis, the report says, is on fit and trust rather than pure scale.

Quentin Bordage, Chief Executive Officer and Founder of Kolsquare, said: “Influencer marketing has changed rapidly. It’s no longer about reach alone; it’s about achieving tangible results. Brands already using it properly are building it into their wider marketing campaigns, while those treating it as an add-on risk falling behind.”

Kolsquare provides influencer marketing software and describes itself as focused on compliance standards in the UK. It says it works with brands including Coca-Cola, Sony Music, Publicis, Sephora, Clarins, Nissan and Lush, and is part of team.blue, a European digital services group with more than 3.3 million customers in 22 countries.

The report’s central message is that many brands no longer treat influencer marketing as a stand-alone branding exercise, but as a measurable part of the wider marketing mix tied to traffic, sales and customer growth.



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Network Rail will not reopen Botley Road early despite completion

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Gas network company SGN confirmed it had repaired three minor gas leaks and left the site on Monday, August 3, six days earlier than expected.

The leaks were discovered during excavation works last month and contributed to the pushing back of the road’s reopening date, yet again, to September 20.

The completion of the gas mains replacement marked a significant step forward in the wider Oxford Station improvement project, which was originally budgeted at £161 million but is now expected to cost at least £237 million.

The development prompted hopes that Botley Road, closed beneath the rail bridge since April 2023, could reopen earlier than planned.

However, Network Rail has moved to manage expectations, saying the project remains on course to meet its existing target date rather than finish ahead of schedule.

A Network Rail spokesperson said: “We’re pleased that SGN has completed its gas mains replacement work.

“While this is an important milestone, it doesn’t necessarily mean the overall project will finish early as some remaining work is dependent on access to the railway, which we have had to rearrange to enable the replacement of the gas main.

“Our focus remains on meeting our planned deadline of 20 September for reopening Botley Road to traffic.”

While the completion of the gas works removes one of the most recent obstacles facing the scheme, Network Rail says further work under the bridge and around the station is still needed before the route can reopen to traffic.





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40-year-old Oxfordshire gymnastics club at risk of closure due to heat

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The club is currently struggling in the summer heat, and has launched a new fundraiser to keep its gymnasts safe.

The club, which is based at Grove House Barn near Warkworth in Banbury, launched the fundraiser so it could buy and install four air conditioning units to keep its space cool.

Currently, the club hopes to raise £7,000 through the appeal so it can buy four 10kW air conditioning units and cover all the installation costs.

So far, the club has raised £380.

Karl Wade, director of Wade Gymnastics, said the club has become “increasingly warm” during the summer months due to the rising temperatures.

READ MORE: Thames Water leakage targets are ‘not realistic’ says boss after pay rise

Wade Gymnastics at Grove House Barn in BanburyWade Gymnastics at Grove House Barn in Banbury (Image: Google Maps)

“Despite our best efforts to keep doorways and shutters open, it becomes very uncomfortable for gymnasts to play and train,” Mr Wade said.

He added: “The safety of our gymnasts and coaches is always our utmost priority.

“Unfortunately, the risk of having to close the business during these hot spells is increasing and we need to have more effective ways of keeping everyone cool.

“An air conditioning system would allow the business to stay open during those extreme hot conditions and continue to provide classes for everyone who attends.”

The gym currently delivers classes seven days a week for around 900 people, which range from toddlers to athletes competing at national level.

The gym club was founded more than four decades ago by Ruth Wade and, for the past 20 years it has been based at its current facility.





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Solihull Council appoints ICS.AI for AI discovery phase

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SOFIAH NICHOLE SALIVIO

News Editor

Solihull Council has appointed ICS.AI to deliver the first phase of an AI Transformation Discovery programme to examine how artificial intelligence could be used across several resident-facing services.

The 24-week programme will review opportunities in Adult Social Care, Children’s Services, Economy & Infrastructure, and Public Health. It is intended to help the council decide where AI could be used and where future spending should be directed.

In this first phase, ICS.AI will assess the council’s readiness for AI and identify use cases across the four service areas. The programme is expected to produce a prioritised shortlist of about 200 use cases, including 50 validated from a finance perspective, alongside a longer-term AI Transformation Roadmap.

The work is intended to create an evidence base before any wider implementation decisions are taken. Ethics, privacy, and safeguarding will be considered throughout the assessment process.

Discovery phase

ICS.AI will use its AI Target Operating Model framework to review Solihull’s current position across five dimensions before ranking opportunities. The outputs will be based on council-owned baseline data and reviewed by public sector specialists.

The approach reflects a broader pattern among local authorities exploring AI in service delivery while facing pressure to justify spending and manage risks around data use and public accountability. Councils have also been seeking clearer business cases before committing to larger technology programmes.

Solihull said the discovery exercise would support a measured approach to service modernisation. The authority wants to identify where AI could improve services for residents while also demonstrating value for money.

“We are committed to taking a well-considered and planned approach to modernising the services we provide. By building a strong evidence base for future decisions, this programme will help us understand where the greatest AI opportunities exist. We will then be able to prioritise those improvements that will deliver the greatest benefit for residents, while ensuring full value for the council,” said Councillor Dave Pinwell, Cabinet Portfolio Holder for Resources, Solihull Council.

Public sector focus

ICS.AI said the Solihull engagement builds on work it has carried out with more than 20 public sector organisations using its AI transformation and discovery assessments. Those organisations include Derby City Council.

The company focuses on AI projects for the public sector, where interest has increased as authorities look for ways to manage demand pressures in social care, public health, and other frontline services. At the same time, councils are under scrutiny to show that new technology investments are proportionate and supported by practical evidence.

Dwayne Johnson, Chief Local Government Officer at ICS.AI, said local authorities need stronger justification before committing funds. “Local authorities need confidence that every investment is backed by robust evidence and long-term value for residents. Solihull Council is taking the right approach by starting with a structured discovery programme that builds a clear understanding of priorities before decisions are made. By developing finance-validated business cases and a practical roadmap, the council can be more proactive in the decisions it makes,” he said.

The programme’s initial outputs are expected to give Solihull a ranked view of where AI could be applied across services, the level of organisational readiness, and which projects may warrant further consideration. This first phase is focused on identifying options rather than moving directly into deployment.

For local government leaders, that distinction is becoming increasingly important as councils test AI in areas that affect vulnerable residents and essential public services. In Solihull’s case, the work spans some of the authority’s most visible functions, including care services, children’s provision, public health activity, and parts of local infrastructure planning.

The council aims to use the findings to inform later investment decisions through finance-validated business cases and a practical roadmap for future priorities.



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