Browsing: Industry Trends

Cherub, Whalar, and brand-side CCO hires signal a structural shift. Here’s the operating model brands must build to compete in the $480B creator economy.

A structured framework for brand and agency teams to evaluate OpenAI IPO signals, Viant attribution tools, and Coca-Cola generative creative against real budget allocation decisions.

Three simultaneous market shifts—CCO hires, agency acquisitions, and creator centralization—signal that brands without formalized creator programs are falling structurally behind.

Venture-backed consumer brands launching with creator-led strategies are your highest-ROI partnership targets. Here’s how to find them before your competitors do.

AI displaces tasks, not headcount—new research shows only 5% of AI-driven changes create new roles. Here’s how brand marketing leaders should restructure creator program staffing.

AI search now surfaces answers before prospects visit any brand site. Here’s how professional services brands must structure creator and owned content to win that zero-click moment.

OpenAI’s IPO and emerging ad tools could reshape how brands split budgets between creator programs and paid media. Here’s what marketing leaders need to model now.

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.