As AI scales, Edelman’s president of Integrated Solutions and Delivery believes that the real battle is protecting trust and originality. In 2026, integration is inevitable, but integrity is not optional.
True
creators
Creators aren't the destination; they're often a launching point: Edelman’s Tristan Roy
creators
edelman
influencers
Why adland pros are becoming creators themselves
content creation
creator economy
creators
As the advertising landscape shifts and job security wanes, a growing number of ad professionals are reinventing themselves as creators to stay relevant and stand out.
Bats, reels, and buys: The new IPL media mix
creators
cricket
indian premier league
influencers
ipl
sports marketing
From creator collabs to AR chefs, IPL 2025 proves brands must chase relevance across memes, match breaks, and micro-moments—not just media buys.
Instagram confesses that it lowers quality of underperforming videos
creator economy
creators
instagram
meta
Smaller creators worry that they will be disadvantaged by this feature which can harm their content’s reach and visibility.
Indonesian creators produce the most content in Southeast Asia: GroupM study
creators
groupm
influencers
The 'State of the Creator Economy’ report was released during GroupM's content day in Jakarta, led by GOAT, its data-driven influencer marketing agency.
Should influencers pose as subject matter experts?
content
creators
influencers
media
social
SOUNDING BOARD: As the growing trend of influencers dishing out advice online grows—be it across health, finance or food—Campaign asks experts whether this approach is marketing genius or risky territory.
Brands tap more influencers from India's tier 2 and 3 cities for authentic, local content
content
creators
influencers
marketing
Marketers in India are partnering with content creators in smaller cities due to the freshness of their content and relatively lower cost of collaboration.
People power: The creator engine at work
creators
Creative leaders from Tag discuss the array of creators needed to power a content engine — and what tomorrow will hold for creatives and the industry at large.
How a divisive political climate is reshaping brand-influencer relationships
creators
As brands pull back from taking stances on polarising issues, influencer partnerships are being examined under the microscope.
Goodbye influencer marketing, it was nice knowing you
creators
influencer marketing
influencers
Who are ESOLs, and how can marketers work with them for their ability to drive business results and sales? Anymind's Kosuke Sogo explains.
From creator to creative: Why agencies are recruiting social media stars
creators
influencers
kol
Creators are bringing their nimble creative savvy and short-form expertise to full-time agency roles, but face challenges adapting to client demands and agency culture.
Unilever study shows creators influence sustainable choices
creators
influencers
news
sustainability
unilever
The study, commissioned by Dove and Hellmann’s, found creators had the biggest impact on consumers’ behavior — more than news, government PSAs or scientific reports.
Social trends for APAC brands to keep pace with in 2023
ai
business messaging
creators
ecommerce
AI, business messaging, cross-border shopping, virtual and augmented reality, creators, online shopping, and short-form video. Meta's APAC VP looks at what should brands focus on this year.
Struggling to monetise on Reels, creators look to Shorts and TikTok
creators
influencers
reels
tiktok
Even creators with the largest following on Reels are finding it difficult to make a living, making TikTok and YouTube Shorts appealing alternatives.
TSLA’s design practice launches creator index
creativity
creators
design
tsla
The index spotlights multidisciplinary Asian creators across the region and is made publicly available and free-of-charge for all.
Direct-to-fan marketing skyrockets as consumers pay creators directly
creators
influencers
A new US study reveals opportunity for brands in the creator economy.
Why mega-famous creators don’t define influencer marketing
creators
influencer
kol
measurement
Brands can shell out the big bucks for a lukewarm celebrity endorsement, or invest in the true powerhouses when it comes to influence: micro and nano creators.
Influencer haters gonna hate
creators
influencers
marketing
An open letter to critics and belittlers of influencer marketing, from the CMO of Parklu.
'Beauty Bound': YouTube and SK-II get serious about makeup gurus
creators
google
japan
youtube
TOKYO - SK-II and Google's ‘Beauty Bound Asia’, a contest to identify the region’s top YouTube creator in the beauty segment, concluded in Tokyo on Saturday. In the first of a two-parter on beauty-related content creation, we spoke to David Powell, Google’s Tokyo-based director of APAC online partnerships and global communities.
Star power: Thailand's up-and-coming creators and influencers
creators
influencers
thailand
youtube
THAILAND - Spanning beauty, comedy, variety entertainment, education and music, Thailand's creative ecosystem is giving life to an array of up-and-coming content creators. This compilation describes each creator and their digital footprint and impact on social media. For an in-depth story on YouTube in Thailand, see the link below.