Creators as Strategists: The New Power Players in Brand Marketing

As the lines blur between content and planning, creators are emerging as some of the most valuable strategists in the marketing landscape, reports Tess Connery-Britten.

Rachel Matovu, group strategy director at Amplify, agreed “brands can either be in conversation with the audience, or be the topic of conversation.”

“Getting involved always feels like a good step but we need to do more than jump into the comment section on viral trends (Duolingo RIP was tough). Working with creators for their strategic insights, not just their influence, can be a good first step. Their community building know-how and creativity means collaborations can stretch to more than delivering assets. Campaigns that nail it - like Miu Miu x Coco Gauff or Rhode’s clever, culturally attuned accessories – often use creators as partners.”