Creator Infrastructure

Hire Smart People. Trust Your Creators. Then Go.

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

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.

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.

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.

Unilever automates everything except the relationship.

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

The two Cannes campaigns worth your Tuesday.

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

Creator marketing is chaos. YouTube disagrees.

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

Brands Need Creator Infrastructure

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

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.

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

How did that happen?

Viewer asks. AI answers. You get skipped.

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

Authenticity Is Now the Algorithm

Original Wins. Finally.

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.

The playbook that almost broke Amazon is coming for TikTok Shop

The infrastructure is finally catching up

YouTube rebuilds the deal stack. Facebook writes checks. Unilever demands accountability. And Alix Earle cashes out.

Budgets Are Up, Deal Sizes Are Down

The Sundae Tuesdae: Creator marketing intelligence for brand builders

Macro influencers are asking UGC creators for advice

The Sundae Tuesdae: Creator marketing intelligence for brand builders

Long-form creators want your TV budget

Creator marketing intelligence for brand builders — March 10, 2026

Creator marketing just grew up

New data, new money, and new expectations from creators themselves. Here's what happened this week.