The UK creator partnership market is forecast to reach £1.2bn in 2026, but as investment grows, measurement, trust and proof of effectiveness will be crucial to sustaining momentum.

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. 

The CEO of the management firm behind The Sidemen has some opinions about TV. Trouble is, they’re rather misleading, argues Elliott Millard, Thinkbox CSO.

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 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.