Browsing: Industry Trends

As creators demand editorial control, brand safety now means managing risk through disclosure, context, and contracts, not scripts.

Entertainment brands are rebuilding as content studios, pulling influencer work in house and competing directly with agencies for brand budgets.

Entertainment brands are pulling creator work in-house, trading agency fees for full-time hires who understand IP, fandom, and speed.

Over a third of European brands still can’t prove influencer ROI. Here’s why measurement keeps failing and what fixes it.

Brands now need 40 fresh ad creatives a month just to outrun algorithm fatigue, turning creator ad production into an operations function.

Brands are ditching one-off influencer deals for multi-quarter partnerships as the creator economy scales toward 200 billion dollars.

Substack is quietly becoming B2B creator infrastructure, and brands tracking only social platforms are missing the pipeline.

MIPCOM’s biggest signal: TV formats now borrow social platform aesthetics, forcing brands to rethink sponsorship, measurement, and creative approval workflows.

Creators are rejecting rigid brand style guides, forcing marketers to trade top-down control for guardrails that protect ROI and authenticity.

Full cycle creator agencies like Famesters and Favoured are vertically integrating talent, content, and media buying into one P&L.