Special episode: From chaos to clarity – the new science of creator effectiveness

Creator marketing is everywhere. But for many CMOs it still feels messy, inconsistent and driven by instinct. Is it just advertising with a friendlier face, or a fundamentally different channel? And can it genuinely build brands while still delivering performance?

In the latest episode of The Marketing Week Podcast, sponsored by Kantar, global creative thought leadership director Vera Šídlová joins editor-in-chief Russell Parsons to explore what the data actually says.

Drawing on Kantar’s latest creator effectiveness research: The creator game plan – based on large-scale analysis of content across 15,000 pieces of creator content on TikTok, YouTube and Instagram – she separates hype from hard evidence.

The conversation focuses on what drives impact and how brands can make sharper, more confident decisions in creator marketing.

You’ll hear:

Why creator marketing works differently from traditional advertising… and how it actually builds brands
How authenticity and brand consistency can reinforce each other, not compete
The patterns behind high-performing creator content – and what strong briefs consistently get right
How CMOs should measure creator marketing to make better investment decisions at scale

Host: Russell Parsons, editor-in-chief, Marketing Week

Guest: Věra Šídlová, global creative thought leadership director, Kantar

Hosted on Acast. See acast.com/privacy for more information.

Tämä jakso on lisätty Podme-palveluun avoimen RSS-syötteen kautta eikä se ole Podmen omaa tuotantoa. Siksi jakso saattaa sisältää mainontaa.

Jaksot(180)

How to grow a viral brand with Stanley 1913's chief brand officer

Stanley 1913 is a brand with more than 100 years of heritage, but it's the last few years which has seen the drinkware business achieve mammoth growth.In this episode of The Marketing Week Podcast, wo...

9 Syys 31min

Carwow CMO Ben Carter on tackling marketing's 'confidence crisis'

Carwow's chief marketing officer Ben Carter is a marketer on a mission to help put marketing back at the centre of brands' growth efforts.In the latest episode of The Marketing Week Podcast, host and ...

1 Syys 44min

Seedlip founder Ben Branson on overcoming adversity, innovation and neurodivergence

What drives founders forward? For Ben Branson, who launched Seedlip in 2015, it is twofold: a “fear of failure” and “being dissatisfied about something" and wanting to change it. In this episode of Th...

17 Elo 50min

Are marketers stuck in an effectiveness ‘echo chamber’?

Have marketers invented a language to describe performance no one else in the business understands?The latest Language of Effectiveness data reveals over 70% of respondents see a disconnect between th...

10 Elo 36min

How Unilever is transforming brand building with creators, social media and AI

In this episode of The Marketing Week Podcast, news editor Niamh Carroll is joined by Unilever's beauty and wellbeing division global vice president of digital, social and AI transformation Selina Syk...

3 Elo 34min

How can advertising fix its trust problem?

How can the marketing industry build trust in advertising? It’s a perennial issue, but the next phase of the Advertising Association's action plan wants to tackle it head on. In this episode of The Ma...

20 Heinä 36min

Professors Byron Sharp and Jenni Romaniuk on influencing CFOs, how (small) brands grow and AI hype

This episode of The Marketing Week Podcast is a must for any marketer navigating the industry's enduring and fresh challenges.Professors Byron Sharp and Jenni Romaniuk of the Ehrenberg-Bass Institute ...

14 Heinä 34min