"Creator marketing doesn't play by the same rules as traditional advertising, it plays by the rules of trust. Ads interrupt attention; creators earn it. The moment you treat a creator like an ad placement, you lose what makes the channel work in the first place: authenticity, cultural fit, and audience relationship."

QuoteCreative Strategy

"Creator marketing doesn't play by the same rules as traditional advertising, it plays by the rules of trust. Ads interrupt attention; creators earn it. The moment you treat a creator like an ad placement, you lose what makes the channel work in the first place: authenticity, cultural fit, and audience relationship."

Source

Kantar - The Creator Game Plan (2026)

Vera Sidlova, Ecem Erdem (Kantar)

p. 14, Ligia Patrocinio, Global Head of Desperados, The HEINEKEN Company

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