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.
With 57% of brands shifting influencer spend upward, the AOR model is fracturing. Here’s how to decide between specialist agencies, integrated shops, and in-house teams.
Category-specific CPA data and conversion benchmarks give CFOs the evidence they need to justify shifting macro-influencer budgets toward high-performing niche creator networks.
Accenture’s Whalar acquisition sets a new data infrastructure standard for creator platforms. Here’s how brands should use that model to evaluate every vendor they partner with.
Accenture Song’s acquisition of Whalar reshapes brand partnership architecture, AOR relationships, and data-driven influencer programs. Here’s what it means for your strategy.
AI production tools, paid amplification parity, and episodic platform features are forcing brands to redesign creator partnership architecture from the ground up.
Goldman Sachs projects a $480B creator economy. Adobe just launched agentic tools. Together, they demand brands build AI-ready creator operations now, before the market peaks.
Learn how to design creator content, product metadata, and commerce architecture so your brand wins when AI engines like TikTok and ChatGPT control first discovery.
Conversational AI and generative search are collapsing the discovery funnel. Here’s how brand and agency teams must restructure content to capture early-stage purchase intent.
Cotswold Outdoor’s retail media network model exposes the real cost of building in-house. Here’s how DTC and specialty brands should evaluate the build vs. partner decision.
AI only delivers ROI when built on clean, unified data. Here’s how brand teams should audit their data foundation before scaling marketing automation.