For 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.
PrincipleContent & Social
For 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.
A working definition of culture for planners: the brand of behaviours that unite a group of people, with a point of origin and richness in a specific community, which technology then moves outward - most visibly in fashion, music, travel and discovery.
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)
13:10, Chrissie Hanson
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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.StatDesigning content around the creator's voice instead of the platform format produced 22% greater duration and 18% higher active attention.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.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.