​​Affiliate is growing. Last year, research showed that nearly three-quarters of brands expanded their investment in the channel. But as brands bet big on affiliate, eyeing global scale, the foundations of their affiliate programmes need to be strong.

“Growing a global affiliate programme is often framed as a growth opportunity. In practice, it is better understood as a test of readiness,” says Alexander Feist, Head of Affiliate Marketing at Sage.

​According to Feist, as programmes expand across products and markets, pressure increases on product clarity, attribution logic and assumptions about how affiliates contribute to growth.

Here, Feist notes that in B2B and SaaS environments, especially where products are complex and buying journeys take time, affiliates do not change the fundamentals. Instead, they work best when the fundamentals are already well established.

Clarity is key

“One of the biggest misunderstandings is the idea that global affiliate growth comes from adding more partners or opening more countries,” says Feist.

While this approach can work for simple propositions with short sales cycles, complex environments require a different approach: one that starts with clarity.

When affiliates are segmented by product vertical and buyer maturity, it’s easier to predict behaviour and subsequently guide it.

“Entry-level products, mid-market solutions and more complex offerings all play different roles in the buying journey,” says Feist, adding: “When commission logic reflects this reality, affiliates naturally focus on the right customers at the right stage.”

This, in turn, reduces internal friction, supports sales alignment and creates space for cross-sell and expansion without heavy intervention.

Localisation and brand reputation

Another central focus for creating credibility within global programmes lies in transparency and comparability across markets. This, he says, is propped up by consistency across tracking, contracts, reporting and compliance.

And, as programmes scale globally, localisation needs to be a priority, with a focus on what stays global and what adapts locally.

“Messaging, landing pages and incentives that work well in one market may not translate directly to another due to differences in regulation, pricing expectations or trust signals,” Feist notes.

Indeed, in recent years, we’ve seen a wave of regulatory changes impacting affiliate, from the UK’s Digital Markets, Competition and Consumers Act to the California Consumer Privacy Act in the US. When compliance is non-negotiable, keeping track of regional regulatory variables is a necessity for scale.

Feist also notes that a key consideration for brands to bear in mind is the role of affiliates in influencing brand perception.

Within global programmes, affiliates play a principal part in how an audience understands a brand and its value proposition.

In essence, attribution is also brand stewardship.

“Clear brand guidelines, approved claims, and region-specific positioning help ensure consistency without limiting authentic partner content,” says Feist.

The influence funnel

Feist adds that there needs to be an understanding that affiliates influence buying decisions in different ways, with each partner type playing a distinct role across the funnel.

“Hybrid structures, fixed commercial agreements and newer citation-based approaches reflect the reality that not all value is created at the point of conversion,” says Feist.

And this understanding should feed into affiliate tracking, too.

“Integrating affiliate tracking with CRM and sales systems provides a more accurate view of contribution. When affiliate-influenced leads can be followed into SQL and revenue, attribution becomes a tool for alignment rather than debate,” says Feist, adding that hybrid and revenue-aligned models reflect how decisions are actually made.

But alongside applying a more transparent lens to attribution, brands need to zoom in on incentives, which Feist explained requires tact, and a prioritisation of retention, expansion and customer fit over volume - if the goal is to encourage partners to think longer term.

“Tiered structures, delayed payouts and retention-based rewards help align affiliate activity with sustainable growth, while also strengthening partner loyalty over time.”

And when brands tap scale, keeping tabs on quality becomes an integral activity.

“Quality challenges rarely present themselves all at once. They usually emerge gradually through retention patterns, customer fit and cohort performance,” says Feist.

By looking at performance by affiliate cohort rather than headline numbers, these patterns become visible early.

Ultimately, global affiliate programmes scale best when structure is designed intentionally from the start.

“One belief I am very clear on is that global affiliate growth only works when structure comes first. Scale should be the result of clarity, not the excuse for avoiding it,” says Feist.

You can learn more about Sage's leading global affiliate programme here.

Last week, OpenAI announced it was backtracking on its ChatGPT instant checkout. With users uninterested, merchants absent and a number of technical and compliance issues, it was all over before it ever really began.

But as the news hit the headlines, some industry players say they saw this coming.

I’ve often heard it said that anyone over the age of 25 with a Snapchat account is a wrong’un. To an extent, I agree. In my teenage years, it was used for fit checks, ‘sorting things out’ group chats and messaging your crush after school. Times have changed since then, but has the perception of Snapchat?

For years, B2B marketers have tended to view business decision-makers as an audience reachable through LinkedIn and other professional platforms. Snapchat? Surely not.

But as social media habits evolve, that assumption is increasingly outdated. Business buyers now consume content across a wide range of platforms and contexts, including more consumer-focused spaces.

New research by Snap Inc. suggests that Snapchat may be one of those spaces. According to the study, conducted with GWI among more than 2,200 US professionals aged 18–45, the platform is home to a growing population of commercially influential users, including founders, executives and small business owners.

Partnerize has announced a strategic collaboration with Profound, a marketing platform specialising in Answer Engine Optimisation (AEO), aimed at quantifying value in the zero-click environment.

AI is transforming the customer journey: over half of searches now end without a click, with knock-on effects for how brands understand and monetise their reach and influence. 

"The industry is moving beyond the era of 'click-counting' and into an era of 'value-mediation,'" said Matt Gilbert, CEO of Partnerize.

The two parties shared that the collaboration will create a clear separation of roles, with Profound providing AI discovery intelligence, and Partnerize delivering independent economic infrastructure to verify, allocate, and execute compensation, integrating its VantagePoint Fractional Commission Standard into Profound’s AI marketing platform.

"Answer engines like ChatGPT are quickly becoming the front door to the internet. Brands are actively trying to understand how they appear inside AI search and why,” said James Cadwallader, CEO of Profound.

According to Gilbert, the aim of connecting Profound’s signals to Partnerize’s VantagePoint system is to provide governance and auditability within AI-driven discovery.

“Partnering with Partnerize allows this discovery layer to connect directly to real commercial outcomes, which is critical as AI becomes a primary driver of purchase decisions,” commented Cadwallader.

Alongside this, the companies are set to launch a joint evidence initiative focused on producing real-world case studies on the journey from AI discovery influence to revenue.

The joint go-to-market initiatives will cover a number of areas, with co-authored research on AI-mediated commerce economics, industry education supporting standards and best practices, shared pilot programs and proof-of-value engagements.

“Together, we transform AI discovery from a qualitative narrative into a defensible, budget-worthy line item across all media spend, not just affiliate,” commented Sean Sewell, Co-Founder and Chief Revenue Officer at Partnerize, in a post on LinkedIn. 

“The result is a complete, end-to-end architecture for AI-era marketing — from discovery intelligence to verified,” he added.

Ready to elevate your growth game? Watch this engaging session for those seeking scalable success through influencer, affiliate, and partner channels, as tried and tested frameworks are shared, helping you efficiently grow your user base without burnout.

Dive into the gritty details of fraud detection and prevention with actionable tactics that protect your ROI and clearly connect campaigns to your most essential metrics; CAC, LTV, and payback periods.

Rakuten Advertising DealMaker Europe is returning to London this March 25th at the Convene Sancroft, with a day dedicated to driving forward connections, sharing ideas, and sealing deals. 

With four expert-led panels, mixers and the Golden Link Awards, plus an after-party, the event promises a day bursting with insights and innovation.

“DealMaker Europe is a must-attend event where the future of performance marketing takes shape, bringing together the industry’s most innovative advertisers, publishers, agencies, and leaders for a full day of insights, strategy, and curated networking,” said Nick Fletcher, SVP EMEA, Rakuten Advertising.

Here’s some of what you can expect from the day. 

Affiliate approaches for a new era

Research shows that more than half of marketers say MMM is the main tool influencing their budgets, but at the same time, it can undercut affiliate marketing. The day will kick off with a session investigating this topic. Led by Fospha, the session will dive deep into the role of MMM in affiliate marketing. 

This will be followed by a session from Rakuten Advertising’s VP of AI Strategy and Operations, Ben Cox, Similarweb's Andrew Bonnici, and Dunia Silan, Skimlinks' SVP of Revenue, on the new affiliate era, where the panellists will walk through how to level up tracking, reporting, and partner types and elevate programs.

Future-forward partnerships 

And as creator and affiliate converge, the event will also spotlight strategies for scaling creator partnerships across borders. 

In 2024, affiliate creators generated $1.1 billion through affiliate marketing — up 93% from 2021. 

This session, moderated by Deepti Vashee, Director of Client Services at Rakuten Advertising, will uncover how brands tap into this. The panellists will discuss how to build multi-market affiliate programs that combine creators, content partners, and traditional publishers to drive results.

Finance will also come into view in the latter half of the day, with a panel on consumer trust in modern finance. This panel, moderated by Goncalo Pinto, Senior Manager, Affiliate Client Service at Rakuten Advertising, is set to put consumer trends and compliance frameworks under the microscope.

The fourth and final panel will look at how travel consumers’ behaviours are changing in 2026 and what this means for advertisers and publishers on the path to purchase. In this session, Dave Gill, Vice President of Consumer Insights at Rakuten Advertising and Sinead Archer, Commercial Strategy Director at Head for Points, will examine the role of affiliate in building trust and growth in the modern travel journey. 

Celebrating creativity and growth

After a day of knowledge sharing and meaningful conversation, the 2026 Golden Link Awards (GLAs) Europe will showcase the affiliate and performance players who deliver excellence. 

From recognising influencer marketing campaigns that made their mark to agencies elevating affiliate, there are eight awards up for grabs — and Hello Partner’s own Matthew Wood is on the judging panel. 

“Our long-standing partnership with Rakuten Advertising makes it a real pleasure to support and judge the Golden Link Awards once again this year,” commented Wood.

Wood said that the awards showcase the partnerships industry at its best, noting that the collaboration between the team at Rakuten Advertising, brands and agencies is “consistently outstanding.” 

“I’m particularly looking forward to reviewing entries that showcase bold, innovative thinking and partnerships that go beyond the usual BAU activity,” he added.

Award finalists include The LEGO Group vying for Best Data Driven Strategy of the Year, Levi’s for New Campaign Strategy and Superdry for Best Global Expansion Strategy, among many other big-name brands. 

You can check out the full lists of finalists here. 

“At Rakuten Advertising, we’re proud to create a forum where partners can connect, share ideas, and build the partnerships that drive measurable growth and the next wave of affiliate innovation,” said Fletcher.

Register for Rakuten Advertising DealMaker Europe today. 

I want to move to this dreamworld where Gemma Collins is the Creative Director of Canva UK, and Gillian Anderson is Chief Compliments Officer at M&S. 

In just two weeks, two beloved British icons have made it their mission to head up some of my favourite brands. The job titles are slightly ridiculous, the content is very good, and most importantly, the campaigns actually make sense. So, let’s delve into why these collaborations work so well: the format, the celebs used, and the execution.

Welcome to SoFire’s Hot Campaigns!

The execution

How can you make a spring collection of clothing as exciting as possible? Get a mystery celebrity involved.

In the days leading up to the reveal, M&S seeded the mysterious “Chief Compliments Officer” role across its social channels, teasing the job title without revealing the person behind it. It created wild speculation and engagement before the campaign’s main reveal.

From ushering in a new age of GEO to transforming measurement and attribution, there’s no escaping AI’s all-seeing eye. And according to David Yovanno, CEO of impact.com, it’s the dominant strategic variable in both the industry and at the company.

But while conversations are abuzz with questions about whether AI will replace search, publishers and creators, Yovanno said the real impact is how it’s reshaping influence.

With 14+ years in the industry, Q4 has always meant one thing to me: conversion partners. It was about being exactly where the consumer is shopping to provide that final "push." While that still rings true, I’m witnessing a shift I honestly didn't expect: High-impact content partnerships are becoming massive revenue drivers.

The fundamental reality of Q4 and January sales is that you won't win if you don't lay the foundations. Our peers in PPC and Paid Social are experts at this narrative, building audiences well ahead of the "big day." They master the storytelling: drive traffic early at a lower initial ROI because it’s far cheaper than fighting skyrocketing CPCs during Black Friday week, when cut-through is nearly impossible.

We applied this same logic to our affiliate partnerships last Q4, and the results were staggering. We executed a mix of listicles and dedicated articles for a client, focusing on best-selling products with a "gifting" angle. We also went broad. It’s easy to get narrow with demographic prospecting, but we realised that for gifting, the potential audience is vast.

Though initially intended for traffic only, this activity proved us wrong in the best way:

• Revenue: It drove over £90k.
• Acquisition: Achieved a 75% new customer rate.
• AOV: Remained high at £300+.

This is the "unicorn" of affiliate partnerships. Thanks to richer data from our partners, we could prove this activity reached consumers who likely would have never considered the product otherwise.

This experience completely flipped my opinion on peak sale activity. While I still advocate for a healthy mix, you must cut through the noise with helpful advice, top-selling products, and a strong call to action.

Consumer journeys are changing. Where this content once struggled to rank or got lost in endless gift guides, it is now being surfaced instantly, appearing in LLM results and becoming more reactive than ever. Campaigns can be turned around fast, meaning content partnerships are now serious contenders for both brand building and direct conversion.

It might feel early to talk about Q4, but this applies to summer sales, seasonal peaks, and any campaign where we need to shift how brand building is viewed. You can drive awareness for who you are as a brand and encourage immediate shopping by linking directly to the offer.

The timing, message, and product answered a specific consumer demand. It’s time we take inspiration from other channel strategies; affiliates have all the tools to do the same and succeed.

Bath & Body Works is dramatically increasing its investment in creator and influencer partnerships as part of a broader effort to reposition itself as a global brand.

Speaking during the company’s Q4 2025 earnings call, CEO Daniel Heaf said the retailer plans to increase spending on influencer activity tenfold, making creators a central pillar of its brand transformation and Consumer First Formula.

“This is really what I mean by moving from being a specialty retailer to being a global brand,” Heaf said. “We expect to see a roughly tenfold increase in how we leverage content creation so we can show up in social media in a way that is modern and relevant.”

The strategy signals a major shift in how Bath & Body Works approaches marketing. The company plans to scale creator participation significantly, recruiting thousands of influencers to share content about the brand and its products across social platforms.

According to Heaf, a key performance indicator for the initiative will be the sheer volume of creator posts, with influencers encouraged to feature the brand in their own voice and style. The company believes this approach will help generate more authentic and culturally relevant content at scale.

“Our expectations for our business and our brand are high and this work will take time,” Heaf said. “But we are confident that we have the platform, the plan and the team to win.”

Creators are expected to play an especially important role in reaching younger consumers, including women between the ages of 25 and 30. Heaf noted that influencer-led content will also help modernise the brand’s social media presence and allow it to show up in ways that feel native to the platforms where consumers already spend time.

“We are really looking for those thousands of influencers that we recruit to be posting their content about our product and our brand in their voice,” Heaf said.

Bold creator moves like these aren’t uncommon in 2026. In fact, just over a year ago, Unilever CEO Fernando Fernandez announced that the company would be hiring “20 times more influencers” in an ambitious move.

Fernandez had previously said that creating marketing activity systems where others can “speak for your brand at scale” was “incredibly important” to him. “Influencers, celebrities, TikTokers - these are the voices that matter.”

If you haven’t heard the news, the Global Influencer Marketing Awards are returning on the 3rd September 2026.

Submissions have now OPENED, which means you can now officially be in with a chance to be a 2026 winner.

I caught up with Laura Donadio at The Growth Collective launch event last month to talk about her experience as a GIMA judge last year, and what advice she’s giving to applicants this time around.

Sofia Aira: Tell me a bit about The Growth Collective so far.

Laura Donadio: The Growth Collective is going to be a new online platform community aimed at bringing marketers from all industries together. It’s all about growth, commercial opportunities and making connections.