Newcomers should leapfrog straight to a de-risked playbook with fewer KPIs, while established teams should get the wider team to 60-70% understanding of the creator specialism.

PrincipleContent & Social

Newcomers should leapfrog straight to a de-risked playbook with fewer KPIs, while established teams should get the wider team to 60-70% understanding of the creator specialism.

Advice by maturity stage: newcomers should start but leapfrog using existing knowledge - a playbook, a clear measurement framework, de-risked decisioning, fewer KPIs. Established players should check that the wider team understands the creator specialism 60-70% well, because they make decisions about the rest of the plan.

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)

21:40, Chrissie Hanson

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