Issy Chambury

Issy Chambury, Founder of BE CONTENT, Influencer Marketing and Management Agency. Issy was listed as the 'Brand BFF' in the PMW 100 Powerlist 2025 and 'Secret Weapon' in 2024, celebrating the most influential figures in the UK's performance marketing sector. Issy is known for delivering creative and objective-hitting influencer marketing campaigns for global clients and agencies.

What do you think the biggest challenges are currently facing the industry?

Performance marketing is facing significant challenges around attribution, data privacy, and platform volatility. As third-party cookies disappear and tracking becomes more fragmented, accurately measuring ROI across channels (and shifting algorithms) is more complex than ever!! At the same time, rising expectations for transparency, ethical data use, and brand safety are pushing the industry to rethink long-standing practices. From influencer marketing to paid media and affiliate, marketers must balance performance with authenticity. Consumers and community is now at the forefront of brand's performance marketing (Rhode's recent acquisition) and the challenge here is staying agile, accountable, and genuinely impactful in an environment that demands both precision and creativity.