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How to bring creators to the brand strategy table | Catch Up

September 18, 2026

Creators aren't just making content anymore—they're getting pulled into the actual strategy conversation. Ad Age social and influencer marketing reporter Gillian Follett explains how creators are shaping product decisions and campaign direction with brands, not just showing up in the final cut. She also weighs in on the branded-series gold rush (and why most of it isn't landing), a friend-group content format quietly gaining traction, and the one question about AI companies and creator partne...

Weekly Report: US Open creator backlash exposes brands' event strategy gaps

September 17, 2026

Viral videos of influencers disrupting US Open matches exposed how many brands still lack clear systems for briefing talent, picking the right creators or vetting whether an event even fits their brand. Plus, WPP is set to retain Coca-Cola's global media, data and technology business but won't compete for its North America media pitch; KFC's new Open House concept restaurant joins a wave of experimental formats as quick service chains test menu, pricing and design ideas before rolling them ou...

Creators are now brand strategists, not just talent, with Gillian Follett

September 11, 2026

Gillian Follett, social marketing and influencer reporter at Ad Age, breaks down how brand-creator partnerships have evolved in 2026, from creators taking on strategic roles in product development and marketing decisions to equity deals reshaping the influencer economy. The conversation covers creator advisory boards at holding companies, the rise of creator-founded agencies producing social-first branded content and the growing use of livestreaming creators in brand campaigns. It also gets i...