Who owns the creative brief? Brands and creators are renegotiating the relationship
August 03, 2026 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’ judg...
