Tuesday 21 April 2026

Brands Don’t Create Culture: Rethinking Creator Marketing

Most brands still approach influencer marketing like traditional advertising — trying to control every detail. That’s exactly why it fails. This talk breaks down why creator marketing is fundamentally different, how over-control destroys authenticity and performance, and what it takes to build campaigns that actually resonate with communities. From briefing and creator selection to scaling and reuse, I'll explore a new model where brands stop acting like directors — and start acting like enablers of culture.