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Sheffield-based Soupforeloise sat down with The Media Leader at TwitchCon to discuss how to work with brands and the challenges in growing a full-time live-streaming business.

The rising star has left Mediaplus’ Behave to set up her own behavioural research consultancy. The goal? To reconnect brands to people as she bridges the old and the new.

Twitch Creator Sponsorships tool aims to make it easier for brands to collaborate with streamers, with activations possible in as little as two weeks.

Leaders from TikTok, Spotify, Global and BBC Studios discuss how they are adapting to rapidly shifting media consumption habits and what it means for their business models.

News follows the recent departure of Lucy Banks and Stuart Flint.

However, this is only the case if distinctive brand assets are used, according to a new study from VCCP Media and Amplified which examined creative and media’s combined impact.

Creators report feeling concerned over creative constraints, unrealistic deadlines and excessive content revisions required by brands. But getting the relationship right can lead to better results as the creator economy professionalises.

The ASA assessed over 50,000 pieces of influencer context on social media platforms, finding that only 57% stuck to its rules on ad disclosure.

Leaders from the public-service broadcaster explored takeaways from its January research on Gen Z, including implications for brands and the importance of providing positive role models for young men.

Updated ad solutions are aimed at giving advertisers greater adjacency to its Chat feature, as the platform leans more heavily into performance revenues and SMBs.