Creator StrategyCoca-Cola Wants Creators Connected More Directly to Sales
Coca-Cola’s agency review shows why creator briefs and case studies should connect the creative work to the behavior a campaign aims to influence.
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Personal stories, creative strategy, cultural observations, and ideas about what makes people connect.
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- Creator Strategy
Creator StrategyWhat CAA's Big Bet on Creators Means for Talent Contracts
Creator representation agreements need clear boundaries around commissions, existing intellectual property, licensing, and business revenue.
Creator StrategyAudience Participation Shows Brands When a Creator Format Works
Comments that complete a recurring joke can show a brand that viewers understand the creator’s format and know how to participate.
Creator StrategyChipotle Made Creator Footage the National Campaign
Chipotle cast 100 creators for the way they make things, then built its national Behind the Foil campaign from their footage.
Creator StrategyPrice Usage Rights Around the Brand’s Actual Media Plan
A defined media schedule can give brands the usage they expect to need while giving creators a clearer way to price the license.
Creator StrategyA Detroit Campaign Should Know Why It Hired Someone From Detroit
A New Jersey creator study shows why a Detroit creator’s knowledge of the city and the Midwest matters in a local brand campaign.
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Life
Personal stories about relationships, money, growth, boundaries, self-care, and what everyday experiences reveal when you look twice.
You’re Gonna Feel Stuck Until You Respect Where You Are
You keep solving problems for a version of yourself that doesn’t exist. Start by taking your current bandwidth seriously.
Three Things I Know on My Birthday
What I’m Taking Into My Next Year
Who Do You Think You Are, I Am? Fixing My Toyota RAV4 Mirror Myself
Someone took out the driver’s-side mirror on my 2014 Toyota RAV4, so I ordered a replacement and figured out how to install it myself.
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Culture
Stories about identity, community, Detroit, media, belief, family history, and the systems people learn to live inside.
I'm not an individual after all
I’m obsessed with this one scientific fact: my body is an ecosystem. It makes being an ‘individual’ feel a lot less obvious.
Being attracted to “hot” people makes me feel gross.
I’ve spent a lot of time questioning attraction, conventional beauty standards, shame, and what any of it has to do with my politics or self-worth.
How sci-fi triggered my christian trauma: Pluribus
I didn’t expect a sci-fi TV finale to bring up some lore from my religious past. Thanks a lot, Apple TV+.
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Creator Strategy
A closer look at creator business, brand storytelling, content formats, collaboration, and the creative choices that help an idea land.
Coca-Cola Wants Creators Connected More Directly to Sales
Coca-Cola’s agency review shows why creator briefs and case studies should connect the creative work to the behavior a campaign aims to influence.
What CAA's Big Bet on Creators Means for Talent Contracts
Creator representation agreements need clear boundaries around commissions, existing intellectual property, licensing, and business revenue.
Audience Participation Shows Brands When a Creator Format Works
Comments that complete a recurring joke can show a brand that viewers understand the creator’s format and know how to participate.
More to explore
Food
Recipes, snacks, drinks, memories carried through food, and culinary opinions held with unreasonable confidence.
Roasted Lemon Pepper Roasted Broccoli and Bok Choy
I roast broccoli and bok choy with lemon pepper and savory seasoning for an easy side dish that actually tastes like something.
Easiest Chicken Pot Pie I've Ever Made (With That Tater Tot Crust Thooo)
I made chicken pot pie easier and crispier with prepared ingredients and a tater tot crust.
Screw All Y'all: I LIKE COCONUT LACROIX
STOP LACROIX SHAMING ME. Also, it’s pronounced ‘la-croy.’ Get over it.