Isla Novak

Isla Novak | BDR at Sundae Collective. Tracking the creator economy so you don't have to.

Only 15% of Marketers Run Creator Programs Well

Oct 6, 2026

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4 min read

Only 15% of Marketers Run Creator Programs Well

Plus: CreatorIQ's integration bottleneck, Meta's live creator ads, and L'Oréal's TikTok Shop debut.

Isla Novak, +1

Brand Partnerships

Sep 29, 2026

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3 min read

7,000 Hotels. 21 Brands. 100 Creators.

Plus: TikTok takes the admin out of creator deals, and Best Buy and Sephora open TikTok shops.

Isla Novak, +1

Industry Trends

+10

Hire Smart People. Trust Your Creators. Then Go.

Sep 22, 2026

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3 min read

Hire Smart People. Trust Your Creators. Then Go.

Molson Coors and Chipotle show how. Plus: the industry's own measurement problem.

Isla Novak, +1

Video

+10

Sep 15, 2026

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4 min read

A YouTube View Isn't Worth What It Was

Plus: Meta's $17B settlement changes teen reach, and creator-founded CEOs keep exiting.

Isla Novak, +1

Industry Trends

+13

Temu Spent $962 Million on Creators Who Don't Exist

Sep 8, 2026

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5 min read

Temu Spent $962 Million on Creators Who Don't Exist

Plus, affiliate platforms are fighting over commissions that aren't theirs, and creator pricing still has no floor.

Isla Novak, +1

Platform News

Sep 1, 2026

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5 min read

Callaway Couldn't Say No to Good Good

Plus: Meta's $18B settlement, a $58M Sony lawsuit against Kroger, and the platforms racing past both.

Isla Novak

Industry Trends

+10

YouTube Is Paying Creators to Skip Netflix

Aug 25, 2026

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5 min read

YouTube Is Paying Creators to Skip Netflix

Plus: institutional capital buying creator channels, Alex Cooper's exit from UTA, and Google's new access for mid-tier creators.

Isla Novak

Industry Trends

+10

The Scariest Thing in Creator Marketing Is Watching It Fail in Public

Aug 18, 2026

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4 min read

The Scariest Thing in Creator Marketing Is Watching It Fail in Public

Plus: Twitch, Neutrogena, Phia, CreatorIQ, and Meta — every story is someone letting a default make a call that was theirs to make.

Isla Novak, +1

Industry Trends

+10

Disney Opened the Vault. Amazon Opened the Ad Budget.

Aug 11, 2026

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6 min read

Disney Opened the Vault. Amazon Opened the Ad Budget.

Plus: Unilever's 300,000 creators get stress-tested, OpenAI's luxury trip backfires, and Australia's ban barely moves the needle.

Isla Novak, +1

Industry Trends

Nobody Opts Out of the Attention Economy

Aug 4, 2026

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4 min read

Nobody Opts Out of the Attention Economy

Plus: LinkedIn's AI slop button, Reddit's shaky search traffic, and H1's best honesty campaigns.

Isla Novak, +1

Industry Trends

The World Cup's Biggest Winners Never Paid FIFA

Jul 28, 2026

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3 min read

The World Cup's Biggest Winners Never Paid FIFA

Plus: Gymshark's disclosure lawsuit, Amazon's new AI ad controls, and AE's back-to-school bet.

Isla Novak

Industry Trends

+12

Unilever automates everything except the relationship.

Jul 21, 2026

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5 min read

Unilever automates everything except the relationship.

Plus: TikTok Shop's AI-fakes problem, provenance goes mainstream, and the EU's next move.

Isla Novak, +1

Platform News

Google Shows You How Search Finds Your Social Posts. At Last.

Jul 14, 2026

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4 min read

Google Shows You How Search Finds Your Social Posts. At Last.

A free tool to check your Search and Discover visibility, and an EU ruling that could reshape who competes on AI search.

Isla Novak

Industry Trends

+14

Jul 7, 2026

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6 min read

TikTok Shop isn't a loyalty play.

It's built for something harder. Plus Unilever's creator math and Victoria's Secret's casting bet.

Isla Novak, +1

Video

+11

The two Cannes campaigns worth your Tuesday.

Jun 30, 2026

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6 min read

The two Cannes campaigns worth your Tuesday.

Vaseline and Heineken split Cannes' top social & creator prize. Albertsons just commissioned a soap opera.

Isla Novak, +1

Video

+13

Creator marketing is chaos. YouTube disagrees.

Jun 23, 2026

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5 min read

Creator marketing is chaos. YouTube disagrees.

Inside: creator content remixed without consent, True Classic's AI bet, and what 16,000 creators told Adobe.

Isla Novak

Video

+11

Jun 16, 2026

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6 min read

Brands Need Creator Infrastructure

Not just the creator campaigns that go with it — and Nike just showed why that matters.

Isla Novak, +1

Video

+10

Jun 9, 2026

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4 min read

3 platforms just bet on the same format

TikTok went to Sundance. Meta built a series tab. Creator marketers are flocking to Cannes. And YouTube earned what TikTok hasn't.

Isla Novak

Video

A creator film just beat Star Wars at the box office.

Jun 2, 2026

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6 min read

A creator film just beat Star Wars at the box office.

How did that happen?

Isla Novak, +1

Industry Trends

+16

Viewer asks. AI answers. You get skipped.

May 26, 2026

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6 min read

Viewer asks. AI answers. You get skipped.

Plus a quick Google quiz, a $2.2B data deal, and Spotify's AI cloning crackdown.

Isla Novak

Your best marketing in 2026 won't be read by humans

May 19, 2026

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4 min read

Your best marketing in 2026 won't be read by humans

And that changes everything about how to think about creator content.

Isla Novak

Video

+15

May 12, 2026

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5 min read

Authenticity Is Now the Algorithm

Original Wins. Finally.

Isla Novak

Video

+20

Creator marketing won't grow up until it's bought like media

May 5, 2026

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4 min read

Creator marketing won't grow up until it's bought like media

$40 billion and still a rounding error. Plus: Cannes builds a creator summit, Nestlé's AI workflow, and YouTube's deepfake shield.

Isla Novak

Apr 28, 2026

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7 min read

Gift cards don't pay the rent.

The creator middle class is real. Some brands are still catching up.

Isla Novak

What Coachella, Walmart, and Netflix Are Telling Us About Creator Marketing

Apr 21, 2026

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6 min read

What Coachella, Walmart, and Netflix Are Telling Us About Creator Marketing

Isla Novak