“Creators Drive Culture”: Becky Owen on Disruptive Campaigns, Creator-Led Innovation, and What’s Next for the Industry

Ahead of CreatorFest 2025, Billion Dollar Boy CMO Becky Owen shares the stories behind two of the year’s most talked-about campaigns, why authenticity is more critical than ever, and how brands can better collaborate with creators.

Becky Owen is helping shape the future. As Global CMO of Billion Dollar Boy and Founder of FiveTwoNine, she’s behind some of the most boundary-pushing campaigns of the year. Whether transforming a British retail staple into a mockumentary-style art gallery or launching a fashion line with an iced tea brand, she’s proving that bold ideas paired with creator insight can radically shift perception.

With just weeks to go before she joins the stage at CreatorFest, we caught up with Owen to discuss the campaigns making waves, the lessons from failed collabs, and why putting power back in the hands of creators is the only way forward.