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.
The creator economy is forecast to hit $480B. Here’s how to restructure your influencer budgets, rate negotiations, and partnership models before competitors do.
VC funding of niche creator studios is a market signal brands can’t ignore. Here’s how to reposition your partnership portfolio around format-owned creator IP.
Brands lagging on AI maturity risk losing the influencer performance race. Here’s how to structure creator investments at every AI stage to close the gap.
Creator-produced reviews and tutorials now outperform brand content in AI answer citations. Here’s how to measure and optimize your earned media share.
Gary Lineker’s Goalhanger and deals like Invisible Media reveal why sports creator IP is now a premium brand partnership category worth serious budget allocation.
AI now mediates 45% of local discovery. Here’s how brands with physical locations must redesign creator programs to win recommendations in AI-powered local search.
Invisible Media and Goalhanger Ventures signal a new VC-backed format economy. Here’s how brand strategists should evaluate sponsorship in specialist niche creator IP.
CTV ad spend will top $42B by decade’s end. Here’s how CMOs should build creator content infrastructure and platform relationships now to compete.
Generative AI is collapsing the line between software and service spend. Here’s how brand leaders must restructure procurement, agency relationships, and internal capability to stay competitive.
Niche platforms and specialist formats are minting a creator middle class that’s rewriting rate benchmarks and exclusivity terms — here’s what brands must know before their next negotiation.