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.
Should your creator program live under one specialist AOR or stay distributed? Here’s how to evaluate the operational tradeoffs before consolidating your influencer spend.
De-influencing creators aren’t brand enemies — they’re your most credible trust signal. Here’s how to structure transparency-first partnerships without cannibalizing core revenue.
The 2026 World Cup is exposing a fatal flaw in broadcast-era sponsorship models. Here’s how forward-thinking brands are rebuilding around participatory fandom.
As generative AI reshapes the $422B ad market, CMOs must sequence infrastructure, creator, and AI tool investment precisely or risk falling permanently behind.
Performance data is pushing brands to reallocate influencer budgets from macro creators toward niche category experts who deliver measurably lower cost-per-acquisition and higher purchase intent.
AI fluency is now a core hiring criterion for senior marketers. Learn how to restructure job requirements, upskill teams, and govern AI-enabled operations for measurable ROI.
Niche professional creators on LinkedIn and YouTube are now generating measurable B2B pipeline. Here’s how SaaS and enterprise brands are making it work.
Creator AI tool consolidation reveals which production partners have sustainable operating models — and which face capability gaps that will surface mid-campaign.
OpenAI’s dual-CMO model, a 75% AI skills gap, and double-digit revenue lifts reveal the marketing leadership competencies that will define competitive advantage.
Entertainment-first brand ads are back. Here’s what Gap, Hawaiian Tropic, and Lume signal about creator content fatigue and how to redesign your briefs accordingly.