In an increasingly digital – and social – first world, celebrities and influencers alike are becoming one-in-the-same, merging traditional and digital content to become media entities themselves. ITB’s Global Growth and Development Director Crystal Malachias, WME Partner Carolyn Moneta, and Coty’s Influencer Marketing & Comms Lead Grace Fung, discuss the shifting landscape of digital content creation, and how brands can harness influence to build cultural relevance amongst their consumers.