For brands, the creator ambassador is becoming a creator executive
The new creator partnership brings them into the C-Suite and seeks input and strategy, like Blenders and Jordan "The Stallion" Howlett.
In recent times, brands have begun to take creators more seriously and are even placing them in executive roles within their organizations. This shift is evident in high-profile examples such as Gemma Collins, who became the creative director at Canva, Dhar Mann as the NFL's chief kindness officer, and Olivia Nell as the "out of office" director at ASOS.
However, the trend is accelerating as chief marketing officers (CMOs) and even CEOs recognize the value creators bring to the table and the budget allocated for them is growing.
A recent instance of this trend occurred in the spring when Jack Shane, a creator and comedian, was appointed chief creative officer of German candy company Katjes. The objective of this appointment was to aid in the expansion of Katjes' presence in the United States. Similarly, soft drink brand Cool Sips has named reality TV star and creator Whitney Leavitt as its chief creative and brand officer.
Additionally, Cherub, an investment platform that connects creators with startups, recently appointed entrepreneur Nadya Okamoto as its chief creator officer. This individual's role is to assist in sourcing new deals. More details on this evolving landscape can be found in the Digiday article.
Written by urgent.news from Digiday's reporting — not their text. Machine-written — may contain errors; check the original before relying on it.
