CREATORS AS STRATEGISTS: THE NEW POWER PLAYERS IN BRAND MARKETING

Summary from the TLDR Marketing newsletter

Creators have become strategic partners who now shape campaigns. Many outperform traditional strategists by engaging directly with their communities and offering real-time feedback. While platforms like YouTube, TikTok, and Instagram now receive more ad spend than traditional media, agencies often overlook creators' role. Brands that involve them early see more authentic results, as shown by India's Tira, which co-developed voice and formats with creators.