With Influencer Marketing In Flux, Runway Influence CEO Ernest Sturm Isn't Retreating, But Recalibrating

Forbes

4 days ago

When MGM Grand's Palm Tree Beach Club (a new day club by Palm Tree Crew and Tao Group) debuted in May 2025, Runway Influence helped turn the opening into a social media sensation. Runway Influence
From a recent Fast Company feature declaring that 'influencer marketing has lost its edge' to a New York Times report on brands ditching creators in favor of in-house talent, it's clear that the era of picture-perfect sponsored posts is evolving.
Add to that the rise of AI-generated influencers, now accessible to anyone with tools like Veo3 feeding viral Instagram Reels, the rules of engagement are being rewritten in real time.
In this shifting landscape, Ernest Sturm, CEO of Runway Influence, isn't retreating, but restrategizing. From luxury carmakers to boutique beauty labels, Runway Influence has managed more than 850 projects. Sturm and team have activated hundreds of influencer partnerships and developed long-term campaigns for clients such as Adidas, McLaren Automotive, Ferrari, Hyatt Hotels, Wildfox Couture, Vivaia, El Silencio Mezcal, cosmetic treatment brands like Morpheus8, and more.
With its most lucrative deals having topped out at around $500,000, Runway Influence is known for pairing top celebrity, supermodel and influencer talent with luxury brands. Just this May, his agency was charged with generating influencer presence at the grand opening of the Palm Tree Club in Las Vegas. Formerly known as the Wet Republic, the 60,000 square-foot pool club was relaunched by Palm Tree Crew and Tao Group Hospitality, aiming to redefine the Las Vegas dayclub scene. To amplify the launch, Runway Influence booked mega-influencers with millions of followers, such as Rachel Cook and Georgina Mazzeo, to attend and promote the venue across Instagram and TikTok.
'These influencers created stunning content from the event, generating buzz both online and on the Las Vegas billboards,' says Sturm, who founded Runway Influence in 2017. Originally, it was a company that staffed events with model servers, bartenders and waiters. 'The result was a viral grand opening that put Palm Tree Beach Club on the map for the summer season, showing how strategic influencer invites can augment traditional PR in the hospitality nightlife space.'
Sturm is doubling down on authenticity, hybrid strategies, and even AI-powered personalities to shape what he calls an 'ecosystem of influence.' Here, Sturm unpacks how his agency is adapting to industry skepticism, tech disruption, and the growing demand for real storytelling.
Some media reports have suggested that influencer marketing is losing its edge. What's your take?
Kylie Rae for Adidas + Urban Outfitters Influencer Marketing Event Los Angeles, CA Runway Influence
Influencer marketing isn't dying—it's maturing. The old playbook of one-off, cookie-cutter posts is becoming less effective. At Runway Influence, we've responded by being highly selective and prioritizing long-term partnerships with influencers who have real credibility and engagement. We align brands with voices that truly reflect their values, fostering trust through ongoing content rather than quick hits.
What do you make of the trend of brands creating in-house influencers, such as employees or founders?
I welcome it. We've seen brands humanize themselves by showcasing their own teams—designers, engineers, even IT staff—as brand ambassadors. It's an effective way to build authenticity. Rather than competing with this trend, we help brands combine it with external creator campaigns. It's all about building an ecosystem of influence: external reach paired with internal credibility.
For the launch of Tequila Dahlia (a premium cristalino tequila from the makers of Mezcal El Silencio), Runway Influence harnessed the star power of supermodels Sara Sampaio and Alessandra Ambrosio. Runway Influence
What is the future of micro vs. macro influencers?
Both are critical, but their roles are evolving. Micro-influencers have smaller, niche audiences but often see engagement rates as high as 7–20%. They're trusted voices within communities and ideal for relationship-driven marketing.
Macro and mega-influencers offer massive reach and cultural impact. They're perfect for big, splashy launches where broad awareness is key.
The smartest brands, or the brands with sufficient budget, use both. We often run year-round micro-ambassador programs for consistency and community-building, while bringing in macro-influencers for key tentpole moments. With better analytics, we can now measure the specific ROI each tier brings—whether that's conversions or brand lift.
What are the key influencer trends companies should pay attention to?
Here's what we have noted at Runway Influence: Community-driven campaigns using nano- and micro-influencers.
Hybrid strategies that blend internal brand voices with external creators.
Long-term partnerships over one-off posts.
Data-driven decisions on influencer selection and campaign performance, often powered by AI.
How is Runway Influence approaching the rise of AI-generated influencers?
We've been working with AI influencers for years. Our agency has developed hundreds of virtual influencer accounts that engage with real people—commenting, messaging, and building organic relationships that drive curiosity toward our clients' brands.
What sets us apart is our hybrid approach is we use AI for reach and efficiency, and real creators for storytelling and emotional resonance. That said, AI is here to complement—not replace—human influence. Transparency is key. Audiences should know when they're engaging with a virtual persona and brands should disclose this.
We also use AI behind the scenes to power our targeting, content planning, and performance analysis. The goal is to combine AI's precision with the human touch that makes influencer marketing truly effective.
What has been your priciest campaign to date?
That would be the Candice Swanepoel x Vivaia campaign. It was one of our most high-profile and successful luxury collaborations. In a campaign bridging fashion and sustainability, Runway Influence teamed up with shoe brand Vivaia to introduce its eco-friendly line of women's footwear. The agency secured Candice Swanepoel and Emily DiDonato – both world-famous supermodels – as the faces of Vivaia's social media launch .
Candice Swanepoel for Vivaia. Runway Influence
Swanepoel and DiDonato, known for their work with Victoria's Secret and high-end fashion houses, brought instant credibility to the upstart brand. They shared stylish content wearing Vivaia's chic flats and heels, emphasizing the products' blend of style and comfort. The campaign reached millions of fashion-conscious consumers and reinforced the brand positioning as a luxury sustainable brand, with coverage that extended from Instagram feeds to glossy magazines. By partnering with top-tier talent who genuinely supported its mission, Vivaia earned both eyeballs and trust – a textbook example of Runway Influence's ability to craft campaigns that 'captivate and convert.'