Turning Creator-Led Work Into Durable Brand IP: Q&A with Portal A’s Aditi Rajvanshi
For brands working with creators, the instinct is often to treat the relationship as a direct line to distribution: borrow the audience, deliver the...
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The Patron Play: Why Entertainment is the Brand-Creator Economy’s Trust Fix
Nearly half of creators are quietly telling brands the same thing: we feel the pull and our audiences feel it too. CreatorIQ’s newly released State of Creators report, a survey of more than 5,000 creators…
Crocs Just Launched a New Mascot. Here’s the Bigger Bet Underneath it.
Today, Crocs announced the launch of its new mascot Niles, a six-foot two crocodile character built from the silhouette that’s been stamped on the side of every Classic Clog since 2002. Brands giving themselves an…
Why a Camera Won’t Save Your Brand’s Podcast: Q&A with JAR’s Roger Nairn
The rush toward video podcasting has created a familiar problem for brands: the presence of a camera is being mistaken for a strategy. As YouTube, social clips, and platform-native discovery become more central to how…
Creating Brand-Funded Entertainment That Buyers Take Seriously: Q&A with Banijay’s Carlotta Rossi Spencer
The challenge for brands entering entertainment is no longer convincing the market that the category has value. It is building work that can survive the same scrutiny as everything else competing for audience attention. A…
Using Community to Meet a Global Sports Moment: Q&A with WTA’s Charlie Tetrick
Global sporting events often arrive with a familiar brand playbook: official sponsorships, media buys, logo placement, and short-term campaigns built around borrowed attention. But when a moment as large as the World Cup lands in…