Economy

£1 Million Deodorant Deals: What Wild's Influencer Spend Reveals About the Creator Economy

Wild's chief executive has pulled back the curtain on influencer marketing, revealing celebrity Instagrammers command up to £1 million per post for a single deodorant campaign. The disclosure crystallises a structural shift in how consumer brands allocate ad budgets — and what that means for platform giants, DTC stocks and media investors.