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Will creator marketing ever be measured on par with other media channels?

Will creator marketing ever be measured on par with other media channels?

Media leaders answer three questions about measurement, the risks of commercialising creator content, and what brands underestimate and overestimate about the creator economy.

Netflix reduces ad revenue forecast amid ‘slower than expected’ rollout of products

Netflix reduces ad revenue forecast amid ‘slower than expected’ rollout of products

The streaming giant is facing headwinds over its viewership and content slate, but CEO Greg Peters insisted the slower-than-expected ad revenue growth won’t impact long-term gains.
The creator paradox: Can you scale authenticity without killing it?

The creator paradox: Can you scale authenticity without killing it?

The more sophisticated we get at scaling creator marketing, the more vital it is not to inadvertently scale away their individuality, Caroline Manning writes.
Is there a walled garden emerging in creator marketing?

Is there a walled garden emerging in creator marketing?

Creator marketing runs on tools that manage risk and prove effectiveness, but as ownership of the underlying data increasingly sits within agency ecosystems, is a walled garden emerging?
Unlocking the collateral benefits of long-term brand building

Unlocking the collateral benefits of long-term brand building

Woodlands Group’s marketing director, Sam Jenkinson, discusses brand advertising, managing multi-channel campaigns with multiple agencies, and measuring success.
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Opinion

Creators: Advertisings secret weapon, or achilles heel?

Creators do not need to be an uncertain investment. The route to treating them like a serious media channel isn’t revolutionary or difficult, but it remains surprisingly rare, writes WPP Media’s VP of commercial paid social.

The £1bn creator economy doesn’t need better rate cards. It needs better programming

The CEO of global creator agency HYDP argues that brands must move beyond transactional campaigns and follower-based pricing, focusing instead on ongoing creator programmes that connect content, performance and distribution. 

The battle to protect journalistic investigations

Do we want the company that owns Sky News to also own ITV, and a stake in ITN, which makes the news for ITV, Channel 4 and Channel 5? Ray Snoddy believes it could impact vital investigative journalism. 

Industry News

Creators offer ‘more than reach’: What’s driving creator partnership growth?

Creators offer ‘more than reach’: What’s driving creator partnership growth?

Purple Goat launches Antidote to improve representation of disabled creators

Purple Goat launches Antidote to improve representation of disabled creators

Journalists who built careers in traditional publishing are leaving it for the creator economy

Journalists who built careers in traditional publishing are leaving it for the creator economy

Are premium creators the ‘new primetime’? With Arcade CEO Matt Elek

Are premium creators the ‘new primetime’? With Arcade CEO Matt Elek

Jellyfish’s Seun Odeneye: ‘This place is like a sleeping giant’

Jellyfish’s Seun Odeneye: ‘This place is like a sleeping giant’

Upfronts 2026: Channel 4 pitches ‘scale and substance’, JCDecaux launches ‘Real World Media’ positioning

Upfronts 2026: Channel 4 pitches ‘scale and substance’, JCDecaux launches ‘Real World Media’ positioning

Roku study shows bright future for home screen and interactive ads

Roku study shows bright future for home screen and interactive ads

Main media budget increases rise to highest level in nine years, Bellwether finds

Main media budget increases rise to highest level in nine years, Bellwether finds

Data Analysis

Cities: A moving target for planners

Cities: A moving target for planners

How spectacular advertising can hijack the algorithm

How spectacular advertising can hijack the algorithm

Has Origin failed?

Has Origin failed?

Mapping the UK agency landscape

Mapping the UK agency landscape

Data Snapshot

Data-led charts from across the UK media landscape

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The Future of Media Manchester 2026 is the region's premier event bringing together media planners, strategists, and buyers to explore the biggest challenges and opportunities shaping the commercial media landscape. Hosted by The Media Leader, the event features expert speakers, thought-provoking debates and research-led sessions designed to spark honest conversations about where the industry is heading. Taking place at the Royal Northern College of Music in Manchester on 17 September, the event will bring together 600+ industry professionals and 40+ speakers for a full day of insight, discussion and networking. Attendees can expect sharp debates, fresh perspectives and valuable connections with senior leaders across the media ecosystem — making it a must-attend for anyone looking to stay ahead of the industry’s next chapter.
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