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.
Sofia Aira
Journalist at Hello Partner covering the biggest stories in influencer and creator marketing.
Check out the latest posts
“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.
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.
🪩 Creators Are the Secret to Strictly Come Dancing’s Success
This week, REFY Beauty share a beautiful campaign and creators prove vital for Strictly Come Dancing.
Marketers Are Spending Big on AI Creator Content, But Consumers See a Bleak Future
According to a new report from Billion Dollar Boy, four in five marketers (79%) have upped spend on AI-powered influencer content in the last year.
SoFire’s Hot Campaigns: “Iconic Never Gets Old” How REFY’s Latest Campaign Is Rewriting Beauty Norms and Influencer Strategy
REFY Beauty has launched its new, refreshing Iconic Never Gets Old campaign, spotlighting older women confidently doing their own makeup, in their own voices.
