The Hidden Engine of Influence

The Hidden Engine of Influence

By Dianne Hummal
Talent Strategy Director, MASH

Creator marketing has never been more visible — or more misunderstood. Beneath the glossy content lies a fragile, improvised system struggling to keep pace with cultural speed, creator expectations, and multi-market complexity.

In her latest article, MASH's Talent Strategy Director Dianne Hummal reveals the operational backbone behind modern creator work and makes a compelling case for why brands must stop treating influence as a channel and start building it as a capability. Through the experiences of hybrid operators across Asia, she exposes the cracks brands can no longer ignore and the new talent architecture required to fix them.