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.
Cherub’s Chief Creator Officer hire signals a structural shift in how brands must approach creator partnerships, budgets, and C-suite accountability.
MLB Players Inc.’s collective creator network redefines brand partnership architecture — here’s what the roster-as-content-infrastructure model means for your influencer program.
Accenture’s acquisition of Whalar rewrites vendor selection criteria for brand teams. Here’s the new operating model every creator program lead needs to evaluate now.
Goldman Sachs’ $480B creator economy forecast and eMarketer’s $14.15B amplification parity data demand structural changes to brand budgets, contracts, and operations now.
TikTok’s Sundance program and Meta’s Series feature signal a platform-level shift to episodic content — here’s how brand strategists must adapt multi-quarter campaign planning now.
Accenture Song’s acquisition of Whalar raises the bar for creator platform analytics. Here’s how brand teams should re-evaluate vendor data capability in response.
Boosted creator content is closing in on pure sponsorship spend. Here’s how brand finance and marketing leaders should model the $14.15B amplification milestone in annual budget planning.
Agency acquisitions and new C-suite titles signal the creator economy is maturing fast. Here’s what structural consolidation means for your influencer program’s operating model.
The UK IAB’s £18B AI ad spend forecast forces brand teams to rethink how they sequence investment between human creator partnerships and AI-generated ad formats.
Gen Alpha is reshaping beauty marketing. See how Urban Outfitters and legacy brands are rebuilding creator programs around tween purchasing power and platform behavior.