Browsing: Strategy & Planning

A zero based budgeting model for creator spend that forces every dollar into micro creator commissions or generative engine optimization.

Micro-creators now out-earn macro influencers per engagement, forcing CMOs to resequence 2027 budgets around fragmented, high-volume creator spend.

A phased framework for CMOs to sequence 2027 budget planning as organic reach collapses and paid amplification becomes mandatory.

P&G split creator production from strategy. Here’s why brands should copy Marc Pritchard’s modular agency model to cut costs and boost speed.

A practical identity resolution roadmap for brands shifting from third-party cookies to clean-room collaboration, phased for risk and ROI.

A practical three-year budget model for shifting spend from reach-driven macro deals to nano and micro-influencer networks.

A conversion-first creative brief bakes CPA and repeat-purchase targets into creator direction from day one, not as an afterthought.

A practical blueprint for merging creator-made UGC with brand-owned shoppable video across CTV and short-form, without breaking your ops team.

Treat evergreen creator playlists and archives as always-on distribution infrastructure, not campaign leftovers, to compound ROI long after launch.

A steering committee charter turns creator budget, legal, and attribution fights into documented decisions with clear owners and deadlines.