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.
Creators now operate like studios, own multiple revenue streams, and have C-suite advocates. Here’s how procurement teams can reclaim negotiating leverage before access windows close.
As consulting giants acquire creator platforms, brands face a critical AOR decision: consolidate creator programs under one agency or preserve specialist flexibility. Here’s how to choose.
How Unilever’s shift to tens of thousands of creator relationships reveals the brief, quality control, and attribution infrastructure brands need to scale without proportional headcount.
Gen Z commands $12 trillion in spending power, yet traditional influencer ads are losing their grip. Here’s how beauty brands must restructure creator investment to win.
As brand leaders reframe creator partnerships as strategic infrastructure, here’s how to restructure governance, budget authority, and C-suite reporting before the shift leaves you behind.
Cannes Lions elevated creator economy topics to tier-one agenda status. Here’s how CMOs should use that signal to reframe creator program investment in annual budget submissions.
Dhar Mann Studios generates $65M revenue from 160M followers and 300M weekly views. Here’s what brand strategists must know before signing a vertically integrated creator studio deal.
Unilever’s creator-first pivot signals a structural shift in how brand marketing leaders should evaluate, restructure, and renegotiate agency of record relationships.
Creator economy platforms are competing for linear TV upfront dollars. Here’s how brand video budget owners should evaluate creator inventory alongside Netflix, Hulu, and broadcast in annual planning.
The Renude State of Beauty Report signals influencer ads are losing traction. Here’s how beauty brands should pivot budgets toward community-led and expert-credential creator formats.