Usage in perpetuity is among the most consequential and contested terms in creator marketing contracts. Under a perpetual license, a brand pays a creator once
“I used to think a great idea was enough,” says Alexandra Mathieu, who currently serves as VP of strategy and creative at Open Influence. “It isn’t.
Advertisers bumped up their TikTok spending 20-40% over the summer months as they worked to tempt consumers to open up wallets during the annual back-to-school
Creator pricing is a problem, and everyone is trying to determine the best solution. But one of the biggest hurdles that creators, their agents and
Meta Platforms has agreed to pay up to $18 billion over the next decade and impose sweeping restrictions on how teenagers use Instagram and Facebook,
Good morning. “Maxxing” is suddenly all over brand feeds, the WSJ Leadership Institute’s Patrick Coffee reports this morning. Some examples: Marriott recently pitched Labor Day hotel stays for
The brand trip is dead. Long live the brand trip. From the 2023 Shein tour that some commenters compared to an influencer trip to the Triangle
For years, brands have paid external creators to speak on their behalf. A growing number are now turning to a talent pool they already employ.
After the runaway success of creator-led films this year, Hollywood is hungry for creators and is looking to gobble up more and more of their IP. But
