Browsing: Industry Trends

The US creator economy’s climb toward $44 billion reshapes how brands should plan, justify, and defend 2027 marketing budgets.

Display ad budgets keep shrinking as CMOs redirect dollars to creators, not new spend, reshaping media mix and ROI accountability.

94% of brands see creator marketing gains, but 79% can’t prove ROI. Here’s why measurement breaks down, and how to fix it.

Edelman’s creator economy hiring spree signals a shift in the in house vs agency debate that every CMO should plan around now.

Brands are slashing creator rosters by half or more, betting that creative diversity beats sheer volume for ROI and brand safety.

Brands funding episodic creator series over one-off posts see stronger retention, trust, and ROI, but the budget model must change too.

Acquisition cost per influencer post spans $500 to $5,000. Here’s what actually drives the gap and how brands can negotiate smarter.

Agency ROI claims like “4x returns” or “220 percent lift” often hide weak baselines. Here’s how to vet the math before you sign.

Celebrity deals are shrinking as brands shift budgets to micro and nano creators chasing lower CAC and higher trust.

WPP, Omnicom, and the New York Times are building creator economy teams in house, and brands should read that as a warning.