Who owns the creative brief? Brands and creators are renegotiating the relationship

Brands used to treat creators like media buys, spending ad dollars to rent their audiences. Now, they’re prodding creators to help them shape concepts, influence products and pressure test ideas. All signs point to a maturing creator economy. Ask any influencer agency exec. CMOs have a new respect and the power dynamics are shifting. But while brands want creators’ judgement, they’re still figuring out how much power to give them. From media buys to co-creation “It’s an evolution of understanding the power, respecting the creators more and then listening to their feedback and their opinion throughout the process,” said Thomas Markland,…

This is a curated summary. The full story was reported by Digiday.