Marketers are increasingly institutionalizing relationships with creators in the evolving creator economy, focusing on control, consistency, and risk minimization. Companies like Tripadvisor have transitioned from informal creator collaboration to a structured approach, leveraging agencies for campaign management. Creators have become integral in media strategies, often leading to separate teams and campaigns dedicated to their content. For global brands like Heineken, creators are now central to campaigns, involved in everything from commercials to local content creation, reflecting a shift in advertising strategies toward genuine creator integration.
"Last year we started to test doing more work with creators - that worked and we were able to secure more funding for this year," said Matthew Dacey, Tripadvisor's CMO.
"A year ago we were doing that by ourselves but we quickly realized how painful that was," said Dacey.
"On global campaigns, Heineken is integrating creators, casting them into things like TV ads as well as all of the other creative assets that are going out," said Thomas Walters, CEO of Billion Dollar Boy.
"Separately, we have scaled crazy campaigns happening at a local level where the creators are creating content themselves based on the overarching brand platform."
The creator economy is maturing as marketers institutionalize creator collaboration, emphasizing control and consistency over mere affinity.
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