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.
Meta’s $20B subscription revenue signals a platform shift brands can’t ignore. Here’s how to rethink creator partnership economics before the ad-only model becomes obsolete.
As creator economy consolidation accelerates, brands that don’t renegotiate partnership terms risk overpaying for underperforming talent inside increasingly institutionalized production networks.
IAB projects £18B in AI ad spend by 2030. Here’s how brand teams should sequence human creator investment and AI-generated formats to maximise ROI.
MLB Players Inc. proves collective creator networks drive brand ROI at scale. Here’s what their centralized production model reveals for B2B brand teams building multi-creator roster partnerships.
When amplified creator spend hits $14.15B, matching sponsorship budgets, brand teams need a new planning framework to allocate, measure, and justify every dollar.
YouTube now commands over 12% of daily viewing. Here’s how brand teams should evaluate creator video bundles against linear TV upfront commitments before budget locks.
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.