Together with:
Happy Thursday!
The CreatorFest countdown is officially ON. This time next week, we'll be immersed in great sessions and chats all about the creator economy, then partying with the Hero100 winners at the After Party. I can't wait!
P.S., feel free to pop me a message if you'd like to chat on the day. I'm always looking for interesting conversations to be had on Hello Partner.
News-wise, there's been some interesting happenings with AI, and a recent trip to the FiveTwoNine headquarters in London taught me great deal about the relationship between brands and creators.
Let's get on with it 💋
In today's newsletter:
- Pick of the day: New Study Proves The Creator Economy Is Dependent on AI for Increased Earnings
- Trending: “With Creators, You’re Only Borrowing Attention - Not Buying” Marina Mansour on Creators, Brands and the Future of Beauty Marketing
- Campaign of the week: Miranda Priestly at Milan Fashion Week
This session will answer the hard-hitting questions and address the barriers brands must overcome, the opportunities creators unlock, and exactly what brands need from creators to ensure their transformative potential is fully realised.
Save the date by adding this session to your CreatorFest app. Don’t miss how OMD is Creating What’s Next — delivering creative media solutions that drive sustainable growth for the world’s leading brands.
Let's connect on LinkedIn.
📝 Pick of the day
New Study Proves The Creator Economy Is Dependent on AI for Increased Earnings
It seems like our uses for AI change more every day, especially in the creator economy.
A new report from URLgenius suggests that the influencer economy is entering a new phase, powered by AI and data-driven decision-making.
↗ Trending
What's hot on Hello Partner right now
“With Creators, You’re Only Borrowing Attention - Not Buying” Marina Mansour on Creators, Brands and the Future of Beauty Marketing
Marina Mansour on the evolution of brand partnerships, how beauty differs from music, and why you should trust creators with content.
It’s Time to Rethink the Relationship: Why Brands Must Step Up for Creators
Behind the scenes, the pressure on creators is intensifying. It's time to delve deeper into why brands must step up for creators. Here's what I leant about creator-brand relationships at the recent FiveTwoNine event.
Building the Future of Affiliate: Inside Awin’s AI-Powered Vision with Rosalyn Berrisford
At PI LIVE 2025, Awin is making waves with its bold session “Get Sh*t Done with Awin” and an upcoming AI-first affiliate platform.
Virality in the TikTok Era: Has “Going Viral” Lost Its Meaning?
Social media professionals and creators are grappling with virality in an age where TikTok’s For You Page can launch overnight sensations every other day.
Community Is the New Marketing: Why Connection Outperforms Campaigns
This article explores why traditional campaigns are losing impact in today’s attention economy and how brands and creators can build lasting trust and loyalty through authentic communities.
✨ Campaign of the week: Miranda Priestly at Milan Fashion Week
If Miranda Priestly were working for Runway in 2025, she would LOVE influencer campaigns.
Meryl Streep was spotted at DOLCE&GABBANA's Milan fashion show last week, reprising her iconic role as Miranda Priestly for The Devil Wears Prada sequel.
It wasn't even a marketing campaign, but my WORD did it bring the pizzazz.
If the sequel wasn't on your radar, it definitely is now.
👀 Algowatch: Meta AI
Beginning December 16, your interactions with Meta’s AI assistant will start shaping the content you see on Instagram and Facebook. Ooo!
💭 Thursday thoughts
This week, I'm dedicating my Thursday thought to the fab Hello Partner team who have been working around the clock to make PI Live and CreatorFest happen this year. We're in for an intense week ahead, but without these efforts, none of it would be possible.
Hi-fives all round!
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Have a fab weekend! x
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Sofia Aira Journalist Email me Connect with me on LinkedIn |
