In recent years, influencer marketing has transitioned from a niche digital tactic to a central pillar of modern brand strategy. In 2020, the global market was valued at $9.7 billion, and by 2025, it is projected to reach over 30 billion. This rapid growth is fueled by shifting consumer behaviors: millions of users engage daily with content creators not only for entertainment but also for inspiration and  purchase decisions. Over 40% of global consumers now discover new brands through influencers on a weekly basis, with trust in creator recommendations reaching nearly 90% in countries like Brazil.

As brands increase their investment in sponsored content – often allocating over 10% of their marketing budgets to influencer campaigns, they are also facing new challenges. Saturation of content, platform volatility (such as the potential ban of TikTok in key markets), and decreasing organic reach make visibility more competitive than ever. This is where public relations and communications agencies are proving their lasting relevance.

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The WCFA invites communications professionals, PR consultants, marketers, and business leaders to a free online masterclass titled “AI-Powered PR: Building Trust, Authority & Visibility”, taking place on:

Date: Wednesday, August 20, 2025
Time: 2:00 PM CET
Zoom Link: https://zoom.us/j/6252668357
Register now here! 

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In a shift that redefines the media and marketing landscape, 2025 is poised to become the first year in which user-generated content will generate more global advertising revenue than traditional media – a seismic change driven by evolving audience behavior, mobile-first content habits, and the cultural dominance of creators.

Short-form videos, podcasts, and social media content created by individuals on platforms like YouTube, TikTok, and Instagram are no longer secondary in the advertising ecosystem – they are the ecosystem. Advertising spend is now flowing into creator-led content at unprecedented levels, with projected growth of 20% this year alone and an estimated market size of over $376 billion by 2030.

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In a record-breaking moment for luxury, fashion, and branding history, the original Hermès Birkin bag – once carried daily by British French icon Jane Birkin – has sold for a staggering €8.6 million ($10 million), becoming the most expensive handbag ever auctioned. Scuffed, scratched, and bearing the personal imprints of its legendary namesake, the bag’s sale is more than a fashion milestone – it’s a case study in brand storytelling, legacy, and the emotional power of provenance.

The bag, designed in 1984 during a serendipitous conversation between Birkin and then-Hermès chairman Jean-Louis Dumas on a flight from Paris to London, has evolved into the pinnacle of luxury status symbols. Yet this Birkin wasn’t prized for its pristine condition or embellishments. Instead, it was coveted for its authenticity – Birkin’s initials etched into the flap, stickers from humanitarian organizations still visible, and a dangling silver nail clipper she used daily. This was not a museum piece; it was a living artifact.

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With over two decades of experience in corporate communication and leadership positions across various organizations, making significant contributions, Thabisile Phumo made waves with her expertise and innovative approach to corporate communications.

Today as the Executive Vice President: Stakeholder Relations at Sibanye-Stillwater and Executive Committee Member of the World Communications Forum Association, Thabisile leads from the forefront.

Let us learn more about Thabisile’s professional life.

The Journey Begins

Thabisile Phumo had always planned on pursuing an academic career after qualifying as a corporate communications practitioner 27 years ago. This because her career began at the University of South Africa where she was exposed to academics leading in the communication field. However, with limited experience, she decided to venture into the industry first, believing it would benefit her future academic aspirations.

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Article by Zsofia Lakatos, Managing Director at Emerald Public Relations (Hungary) and WCFA Global Advisory Board Member.

I was recently judging a prestigious communications competition and was shocked to find that there is still no healthy link between the advertising and PR professions. What’s more: there is no relationship at all.

Better and better communication solutions are submitted to the jury - but all of them are sorely lacking something to make them truly effective, truly rounded. I suspect this is because many advertising professionals have no idea what PR people do. Years ago, when I worked for a large communications agency, my colleagues and I used to have a lot of fun being cautiously eyed by people in other divisions. They would come and look at us like we were bazaar monkeys.

Being interesting to others would not be a problem. If they would take - and we would take - that one step to bring us closer to the other. I'm genuinely interested in what goes on in the mind of a creative director, how a digital professional works and what a media buyer does all day. I'd like to believe that there are people who are genuinely interested in what a PR professional does all day and why clients pay more or less for their work.

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My business – interview with Zsófia Lakatos, owner-CEO of Emerald PR, former President, and Member Emeritus of the Hungarian PR Association

- What do you consider the highlight of your career so far?
I can't name one thing, because a career path is not a mountain you climb and enjoy the view, it's more like a mountain range, with ups and downs. It meant a lot to me when I was elected President of the Hungarian PR Association ten years ago, the same year my book on sustainability was published in London and I was the first person in Hungary to receive the "Professional Ambassador of Sustainability" award. An important highlight beforehand, back in 2008 was when I became the Managing Director of Hill+Knowlton Hungary - at the age of 33 - and again in 2015 when, at the age of 40 and having 3 children, I had the courage to give it all up and founded my own agency Emerald PR, an affiliate of Burson Cohn&Wolfe. One outstanding moment for me was being elected Member Emeritus of the Hungarian PR Association on its 30th anniversary and when - as an international success - I was invited to the Advisory Board of the World Communications Forum Association.

- How far ahead are you planning?
In the current polycrisis period, it is almost impossible or very difficult to plan, so I prefer to think in terms of Plan B. And plans C and D. In addition to Emerald PR, I founded a crisis management company Crisis112, a sustainability consultancy BSP and most recently, a training broker agency Emerald Academy. And these are just my professional adventures.

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