Author: Samantha Greene
Samantha Greene
Samantha is a Chicago-based market researcher with a knack for spotting the next big shift in digital culture before it hits mainstream. She’s contributed to major marketing publications, swears by sticky notes and never writes with anything but blue ink. Believes pineapple does belong on pizza.
65% of senior marketers expect AI to reshape their teams. Here’s how CMOs should restructure hiring criteria, competency roadmaps, and creator program operations now.
Ad Age Q2 analysis reveals how MAC, Wingstop, and La Roche-Posay built briefs and casting logic that drove organic amplification far beyond their paid placements.
65% of CMOs expect AI to reshape their role within two years. Here’s how to build a competency roadmap that closes the skills gap before competitors do.
Thirteen B2B creator programs reveal what brief architecture, platform selection, and pipeline measurement actually look like when professional category partnerships work at scale.
TikTok Shop’s $500M Black Friday record reshapes brand commerce calendars. Here’s what the sales velocity data means for creator incentives and seasonal planning.
Finance, healthcare, and home brands are finding stronger ROI in 40-plus creator partnerships. Here’s how to build discovery workflows, casting criteria, and briefs for age-diverse rosters.
As the creator pool approaches 100 million, AI-powered content analysis isn’t a nice-to-have — it’s the only discovery infrastructure that scales.
Fragmented attention across YouTube, TikTok, Discord, and emerging platforms demands multi-surface creator activations. Here’s how brands can design programs that follow the audience.
Younger audiences are abandoning broadcast for creator communities, forcing brands to replace sponsorship logos with embedded, participatory integrations or lose relevance entirely.
Creators are building independent revenue stacks that shift negotiating power away from brands. Here’s what your contracts must say before that leverage gap widens further.