Areas of influence: How Google uses co-creation to 'permeate mainstream culture'

Creators have become an essential part of the modern marketing mix, vital for building awareness and engaging diverse audiences. Alongside celebrities, they are now a staple in advertising - whether digital, out-of-home, radio, or TV.

Audiences follow creators because they produce content they can't find anywhere else, which is why co-creation with creators has become such an important part of our strategy.

Read at The Drum