Cerys Holliday

Edelman’s Jo Burford and Antonia Aveline explain why its Maker Bench brings social-native talent into the creative process from the start — and what that says about the next phase of creator marketing The creator economy is entering a new era but perhaps not in the way some many expected. Not because influence is disappearing, but because agencies and brands are rethinking where creators belong in the creative process. Edelman’s Gen Z Maker Bench is one example of that shift.

VMO2's Richard Bown and VCCP Social Club's David Feldman discuss why creator-first thinking was key to O2 Satellite's collaboration with the Sidemen The Sidemen are one of the UK’s most popular YouTube groups with over 20 million subscribers and growing.

CCO Carren O'Keefe discusses how the agency built its Formula 1 platform in just 27 days in time for the Super Bowl The Super Bowl is the pinnacle stage for brands; millions of consumers are watching, and an ad slot during half-time is worth an estimated $8m.