What's Happening?
OMD USA CEO Chrissie Hanson and Creo President Kevin Blazaitis are promoting a shift in brand strategy that emphasizes creator partnerships as a full-funnel approach to drive sales and long-term value.
During a Brandweek 2025 session, they discussed how creators can transition from being mere storytellers to becoming powerful sales channels. Hanson highlighted a successful Starbucks Frappuccino campaign at Walmart, executed by Creo, which resulted in significant metrics such as 145 million impressions and a 7-point increase in ad recall. This approach leverages creators not just for immediate reach but for sustained engagement and purchase behavior, with creators driving spontaneous consumer purchases through platforms like TikTok Shop and Amazon.
Why It's Important?
The shift towards creator-first strategies reflects changing consumer behaviors and the maturation of the creator economy. Brands are increasingly recognizing the value of creators in driving net new demand and engaging consumers in a more authentic and impactful manner. This approach can lead to higher levels of active attention and purchase, as evidenced by the metrics shared by Hanson. By integrating creators into the core of their marketing strategies, brands can achieve more durable impacts, moving beyond ephemeral buzz to long-term value creation. This evolution is crucial for brands aiming to maintain relevance and drive growth in a competitive market.
What's Next?
Brands are expected to continue adopting creator-first strategies, focusing on building trust and shared ownership with creators. This involves integrating creator specialism across all media planning and adopting modern playbooks and measurement frameworks. The use of AI to lower risk and enhance brand safety is also anticipated to play a significant role in scaling these strategies effectively. As brands navigate this transition, the emphasis will be on simplifying metrics and ensuring that all efforts are aligned towards driving growth and meaningful consumer engagement.
Beyond the Headlines
The integration of creators into brand strategies highlights a cultural shift towards more authentic and relatable marketing. This approach not only enhances consumer trust but also empowers creators by giving them a vested interest in the brand's success. The focus on shared ownership and trust can lead to more genuine content that resonates with audiences, fostering a better ecosystem for both brands and creators.
