Creator Spotlight: Brand Collaborations, Industry Buzz and Trendsetters 

The creator economy has revolutionized the way individuals and artists turn their passions into profitable ventures, leveraging digital platforms to produce, market, and monetize content. This dynamic ecosystem has not only empowered creators but also reshaped how brands connect with audiences.

Today, I’m delighted to speak with Jamie Gutfreund, a visionary leader in the creator economy space.

Jamie Gutfreund is the Founder of Creator Vision, a consultancy that helps brands maximize their investments in the creator economy. Jamie is a globally recognized marketing executive with over two decades of experience. Her impressive career spans roles at major companies like Microsoft, Hasbro, Creative Artists Agency, WPP and Whalar, where she’s been at the forefront of digital innovation and creator- driven marketing strategies. Jamie’s expertise in anticipating cultural shifts and leveraging technological advancements has made her a sought-after speaker and thought leader including a Forbes column as a featured contributor.

Q1: Hi Jamie, thank you for joining me today. You’ve been at the cutting edge of the creator economy for years, launching the first Creator Academy with Logitech, working with Cannes Lions on their inaugural Creator Pass program this past June and one of the most popular creator economy podcasts, “Everything is Better with Creators.” Can you share your perspective on how brand collaborations with creators have evolved, and what you see as the most exciting developments in this space?

A1: Thank you Rubi. Thrilled to share some thoughts on this fast-growing industry. For many years, I’ve  been obsessed with influencers and creators and their impact on business outcomes. It’s exciting to see the shift and increased recognition of creators as true strategic partners vs just a tactical solution. 

To put this into a broader context, audiences today have untethered themselves from traditional media companies and Hollywood and are finding content they love in new places—and on their own terms. In recent research, we found that more than half of Gen Zs and millennials spend zero hours on ad-supported TV, preferring to enjoy their entertainment on social platforms.  At the same time, they are turning to content from creators who are taking a growing share of time and attention away from the traditional content producers. 

One exciting development in creator marketing is the increased recognition by brands that creator marketing is not a tactic but a proven and measurable strategy to reach these audiences, who may be “unreachable” through any other channel.  Brands are now focusing on longer-term partnerships with creators, expanding their roles from pure content creation to advising on product development, community engagement, and creative strategy. This deeper integration allows for more accountable and impactful collaborations, driving higher engagement and purchases among consumers.

Q2: Your answer highlighted the shift towards recognizing creators as strategic partners and the importance of long-term collaborations. This perspective is echoed in your article in the Fast Company Executive Board, “Everybody’s Talking About the Creator Economy, but Few Are Doing It Right.” In the article, you emphasize investing in relationships and understanding creators’ communities. Can you share strategies for brands to build deeper partnerships with creators and avoid rigid directives, leveraging creators’ audience connections for authentic campaigns?

A2: Let’s start with why the shift to communities is so important. Young consumers have changed their approach to how they appear online. Where they used to curate perfect versions of their lives online, they now largely prefer being themselves and making real friends based on shared interests. In doing so, they are finding their own places in private digital communities that are centered around shared passions.

The appeal is powerful – the communities that creators represent make people feel good about themselves. In the Creator Rosetta Stone research conducted with The Harris Poll, (June 2024) 89% of creators say their followers value the connections they establish with one another. However, these private connections are “invitation only” and brands must show respect and add value to be included. 

It’s also important that brands realize that when they are working with creators they are not hiring “talent”; creators view these engagements as partnerships that offer a deep understanding of their communities and can guide brands on the best ways to reach them. It’s highly likely that the creators know the brands’ target audiences better than they do. 89% of creators say they have audience insights that brands fail to access.

Q3: You mentioned that 89% of creators believe they possess audience insights that brands fail to access. This highlights a significant opportunity for brands to enhance their collaboration with creators and reach a broader audience. Building on this, effective communication and performance feedback with creators could be a considerable advantage for brands, offering valuable opportunities to better understand their audience. Could you share some insights on this aspect? Are there any patterns you’ve observed regarding how brands communicate with creators  about the impact of their work?

A3: Brands have been collaborating with creators for years, but despite the massive opportunity, only a handful (DuoLingo, Marc Jacobs, Skims)  have mastered the art of effective creator marketing. One of the biggest barriers is communication. Remarkably, 85% of creators say they never hear feedback from brands about how their work is evaluated. This represents a significant missed opportunity to refine strategies, improve internal processes, and build a creator-friendly organization.

To overcome this, it’s crucial for brands to bring creators to the table early, integrating them into the planning process rather than just handing them a standard brief. Effective communication should be a two-way street: brands need to listen to creators’ insights, leverage their deep understanding of their audiences, and provide constructive feedback after the campaign. This ongoing dialogue not only helps in creating more authentic and resonant content but also fosters a stronger, more collaborative relationship.

Moreover, brands should resist the temptation to chase fleeting trends. Instead, they should rely on creators’ expertise to determine the right content types and formats — sometimes embracing long-form content or niche-focused material that truly speaks to their community. Creators want your campaigns to succeed just as much as you do, so it’s essential to consider their recommendations carefully.

By focusing on open communication and genuine collaboration, brands can unlock the full potential of their partnerships with creators, leading to more impactful campaigns and stronger brand loyalty.

Q4: Jamie, you’ve provided valuable insights into the evolving relationship between brands and creators, emphasizing the importance of long-term partnerships and effective communication. As we wrap up, I’d like to touch on another aspect of these collaborations: the payment process. 

Can you share your perspective on the current state of payouts from brands or agencies to creators? Are there any pain points or inefficiencies in the current system, and do you see any opportunities for improvement that could benefit both parties and further strengthen these partnerships?

A4: Thank you for bringing up the payment process, as it’s a crucial yet often overlooked aspect of the creator economy. The current state of payouts from brands or agencies to creators is, frankly, a significant pain point. In many cases, the standard approach within the traditional advertising industry involves payment timelines ranging from 30 to 120 days. While this might work for large corporations, it doesn’t reflect the realities of creator marketing, where the recipients are individual creators, not large institutions. This approach is particularly challenging because creators and agencies are often expected to deliver quick turnarounds on projects, yet they face long payment delays. This disconnect places a significant financial burden on both creators and the agencies that support them, requiring them to float these costs, which can be unsustainable in the long term. As we look to the future, creators represent a critical resource, especially as brands will need to source even more video assets for their marketing needs in the coming years. While Al will certainly play a role in content creation, individual creators will continue to be vital. Now is the time to address these challenges in the creator economy’s content supply chain. By doing so, we can foster stronger, more sustainable partnerships between brands, agencies, and creators, ultimately benefiting everyone involved.

Thank you, Jamie, for sharing your invaluable insights and experiences. Your contributions to the creator economy have been instrumental in shaping how brands and creators collaborate, and your perspective on the evolving dynamics of these partnerships is both enlightening and inspiring. Thank you for your time and for your significant impact on this thriving industry.