dentsu expands creator marketing with CreatorIQ

The integration gives dentsu clients across creative, media and CRM access to a creator database powered by CreatorIQ

dentsu has partnered with creator marketing platform CreatorIQ to integrate its proprietary audience strategy platform, dentsu.Audiences, with CreatorIQ's AI-enabled creator marketing technology.

The collaboration is designed to help brands identify creators whose audiences align more closely with their target customers, supporting creator selection with audience data rather than traditional engagement metrics alone.

The integration gives dentsu clients across creative, media and CRM access to a creator database powered by CreatorIQ, enabling brands to evaluate creators against customised audience insights within the dentsu.Connect ecosystem.

Audience data drives creator selection

The partnership combines dentsu.Audiences with CreatorIQ's creator profiles and audience data, allowing marketers to identify creators based on audience overlap rather than relying primarily on follower numbers, engagement rates or content categories.

According to the companies, the integration is intended to address a longstanding disconnect between audience planning and creator marketing by enabling creator selection to follow the same audience-first approach used in media buying.

Integration supports campaign planning

CreatorIQ's platform provides creator discovery, campaign management and performance analysis based on its Creator Graph, which contains more than a decade of creator data. The combined offering allows dentsu teams to access creator profiles alongside first-party and proprietary audience data for campaign planning, activation and measurement.

While the initial integration focuses on the U.S. market, the partnership between dentsu and CreatorIQ will support clients globally.

Collaboration expands social offering

Sadie Schabdach, EVP Influencer Marketing, Dentsu Creative: "This partnership marks the first of many milestones as we continue to unlock new opportunities for our clients in social and creator marketing. By bringing together CreatorIQ data with dentsu.Audiences, we're connecting audience intelligence, creator discovery and measurement within a single ecosystem, creating a level of interoperability the industry hasn't seen before."

The partnership will form part of the technology stack supporting dentsu Social and follows the relaunch of 360i in the U.S., the agency's AI-native, social-first offering. Dentsu said clients in sectors including travel, consumer packaged goods and healthcare are already testing the integrated platform.

Chris Harrington, CEO, CreatorIQ: "Creator marketing is now core to how the world's leading brands engage and convert consumers. But for too long, creator selection has operated separately from the audience intelligence that drives every other media decision—and that disconnect has been one of the biggest sources of inefficiency in the industry. This partnership changes that. Bringing CreatorIQ's creator audience data directly into dentsu's planning ecosystem solves for precision in the moment, but it also points to where the industry is headed: a world where creator intelligence flows through the entire marketing stack, informing how brands plan, buy, and measure across every channel. CreatorIQ is built to make that possible—an infrastructure that puts creator data to work wherever brands need it most, and a foundation for a new standard in how enterprise brands connect creator intelligence to business outcomes."

www.dentsu.com

www.creatoriq.com

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