The Art and Science of Creativity in a Creator Economy

With the widespread proliferation of creative tools apps and social media platforms everyone from big name celebrities to microinfluencers now has the potential to unleash their creativity foster connections with communities and turn passions into viable businessesSo how can brands thrive in this new creative landscapeAs part of The Female Quotient39s Equality Lounge at Cannes Lions I recently moderated a panel discussion on this very topic I was joined by some of the best and brightest minds in marketing including Stacy Martinet Vice President Marketing and Chief Communications Officer Adobe Ciara Dilley Vice President Global Marketing PepsiCo Kelly Conkright Founder The Brand Terminal and Pauline MalcolmThornton Chief Revenue Officer ESSENCE VenturesHere are some of my key takeaways from the conversationAuthenticity is KeyThe magic of creator marketing lies in relevance and authenticity The best partnerships are with creators who align with your brand audience and objectivequotUltimately as marketers in order to connect with that next generation of consumers it39s going to be more important than ever to utilize creators and tap into their authenticityquot MalcolmThornton said quotIt39s really important for brands to find influencerscreators who are likeminded and share a similar missionquotConkright added quotAt the end of the day know your brand vision know your brand values know your voice and know your lifestyle If you get brand right everything else followsquotEmbrace AIMartinet described AI and its impact on marketers and creators alike as a quote quotTailwindquot She said quotIt is bringing the content and data closer together in a way that we never hadquotNot only does AI have the potential to help you select the best creators for your brand but it can also craft better briefs track performance metrics predict content relevancy and moreThe key is to not shy away from these new technologies and tools but to lean into them and leverage them to your advantageAs the creator economy flourishes brands are being challenged to adapt to this new reality or risk getting left behind But ultimately the onus isn39t entirely on us as marketers As Ciara Dilley said quotI think the creator economy is here to stay but I think the evolution of it is going to rely on smart creators to work out how they best partner with brands to ensure successquotClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillagecomMyersBizNet

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The Art and Science of Creativity in a Creator Economy

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Caroline Dettman

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