MAD//Moments: Lee Houston, Senior Director, PepsiCo

17 Nov, 2023

MAD//Moments in partnership with THE FIFTH: In a new series of short interviews at MAD//Fest, we asked the great and the good key questions about how brands should ride the storm of disruption. This week Lee Houston talks about the real value influencers bring.

Lee Houston believes that brands are not reaping the full benefits of influencers and the access they have to their communities. 

Speaking at MAD//Fest London as part MAD//Fest’s ‘MAD//Fest Moments series’ in partnership with THE FIFTH, Houston said, “ I think influencer marketing is just going to become more of the fabric of how we do social media. But if I'm still being honest, we're learning about the right way to do that.” She added, “I think there's still quite an old school brand approach regards our way of doing things with influencers. And actually, that's not the value they bring. They bring real value in the connection they genuinely have with consumers. It's about how do you work with them rather than trying to force things in that."

Houston also talked out how she wants to see brands use purpose, feeling that a lot use it to win awards. However, she believes that brands “have a responsibility to do this. I'd love to see it genuinely happen.”

Watch her full, short interview here. 

‘MAD//Fest Moments’ is a series, in partnership with THE FIFTH in which prominent industry leaders share emerging trends, challenges and opportunities. We’ll be covering these interviews over the rest of the year in MAD//Insight. 

Join our mailing list

Speaker updates, ticket giveaways and exciting opportunities - don’t miss a thing and be the first to know about what’s happening at MAD//Fest

Stay in touch

Follow us and keep up to date with recent activity including new keynote speakers etc...