22% / 18%
StatContent & Social
Designing content around the creator's voice instead of the platform format produced 22% greater duration and 18% higher active attention.
Designing for creators rather than for platforms means starting from the person's voice and cadence instead of the format spec, usually with a longer runtime. Done well it produces 22% greater duration and 18% higher active attention.
Source
AdSpeak (Adweek podcast) - Why Creators Are Becoming the New Marketing Operating System, recorded live at Brandweek (2026)
Chrissie Hanson (CEO, OMD USA at time of recording; now dentsu North America), Kevin Blazaitis (President, Creo - Omnicom Media Group)
08:20, Chrissie Hanson (OMD)
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PrincipleCreators only work as a marketing operating system when the brand's stage and measurement rigour are ready for it.Quote"Brands are not the sole megaphone holders. What they're doing is delivering the microphones" - the shift makes creators active partners in production rather than participants in a campaign.PrincipleCreator content is now valued for how long it stays searchable and durable, not for a one-day impression spike.StatGlobal social commerce is a $700 billion market, but accessing it depends on operationalising creator work and proving how its metrics move through the funnel.CaseCreo's Starbucks x Walmart campaign used just three creators to generate 145 million impressions, a 7-point ad recall lift, an 8.9% sales lift and a 5.58 ROAS.Stat42% of purchases in an influencer-inspired journey were completely spontaneous, going straight from discovery to checkout with no research or comparison.PrincipleCreator inspiration often drives viewers to research the category rather than buy the recommended brand, so direct-attribution-only measurement misses that demand.PrincipleThe hardest part of creator marketing is finding the cultural territory a brand can credibly claim and who is trusted to tell that story.PrincipleCreators are platform-agnostic, so casting should follow the person rather than the platform where they were discovered.PrincipleFor planners, culture is a shared set of behaviours rooted in one community that technology then carries outward, most visibly in fashion, music, travel and discovery.CaseGap's creator-led affiliate programme 'Better in Denim' generated 8 billion impressions worldwide in a single month.PrincipleAI's practical value in creator marketing is finding relationships across complex inputs to enforce brand guidelines at scale, not generating content.