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

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