Creator Vision reposted this
Founder, Creator Vision: we help brands maximize their creator marketing investments: Board Member/Chief Growth Officer/ Microsoft Alum, CAA, Hasbro, WPP, Forbes 50 Entrepreneurial CMO/AdCouncil/Campaign 40 over 40
CREATORS AS STRATEGY: LEARNINGS 1. PLAY WITH YOUR BRAND: Brands are loosening up and having fun with their image. The Coca-Cola Company, CeraVe and Specsavers are brilliant examples of how to successfully embrace humor and flexibility, allowing creators more input over their brand expressions but in a brand safe and successful way. This is the future. Thank you to the brilliant James Robinson, Head of Customer Success for Cannes Lions International Festival of Creativity for a detailed tour of the work and sharing his insights. 2. FOLLOW THE MONEY: The content supply chain and how creator/agency payments are made (or not made) is critical. Payment terms, transparency in pricing, AI’s impact on content expectations are all vital to the health of the (still young) creator economy. Creators Agents/Managers Creator Marketing Agencies Platforms Other Agencies Brands - It’s clear that understanding who controls what is key to navigating this emerging ecosystem. 3. BUSINESS EMPATHY: Being “Brand Ready” for creators and “Creator Ready” for brands is essential. Becky Owen from Billion Dollar Boy Victoire Binet (MSc) from Unilever Julie Bogaert from Snap Inc. creators Nikki Lilly & Alanna Doherty highlighted the need for deeper brand-creator relationships. With 85% of creators NEVER receiving feedback from brands about how they evaluate their work, we all have a big opportunity to improve collaboration. Let’s keep pushing the boundaries and evolving together! 🚀 #CreatorEconomy #BrandStrategy #IndustryInsights #CreatorsAsStrategy
Thanks Jamie! I'm so glad you had a great festival!
Jamie Gutfreund This is a great line up - but have you considered the importance of understanding your audience? Creators who excel in the TikTok space are those who curate their content to cater to what their audience want - brands need to take the time to get to know the creators and their audience to ensure a productive partnership 👏
Thank you for this!! Lack of feedback either when a brand declines to work with a creator, or after the conclusion of a campaign is one of the most frustrating things -- without transparency, there's no room for growth evolution.
Great job laying this out Jamie. None of this is “new” per se but you’ve done a great job organizing the pieces and reinforcing what’s missing. Love the visuals - great reminder for our brand friends. Can we steal? Ps - are you at vidcon this week?
Well said and thank you 😊
So interesting! Thanks for the insights Jamie Gutfreund
Founder, Creator Vision: we help brands maximize their creator marketing investments: Board Member/Chief Growth Officer/ Microsoft Alum, CAA, Hasbro, WPP, Forbes 50 Entrepreneurial CMO/AdCouncil/Campaign 40 over 40
1moNothing is ever new but yet we still have lots to learn :) John McCarus and of course - here’s the full study https://www.creatorrosettastone.com. Not at VidCon — amazed by the brave souls doing Cannes VidCon.