[Marketing Week] Bob Koigi: Creators lead marketing investments

Creators are no longer a side channel in brand marketing; they are fast becoming its foundation. Chief marketing officers are betting that creators’ credibility and reach will deliver brand equity, commerce, and loyalty more effectively than traditional media. LTK’s third annual creator marketing study indicate that creators will lead marketing investment priorities in 2026, surpassing even AI-driven search and paid social.

The broader creator economy is also on a rapid growth trajectory. Research and Markets projects it will surge from $125 billion in 2024 to $436 billion by 2029, with an annual growth rate of 28%.

This shift has not gone unnoticed by agencies. Publicis Groupe recently launched Influential in Australia, a dedicated creator and social agency consolidating its content, social, and influencer marketing expertise. With more than 30 specialists, the unit promises end-to-end solutions built on data, technology, and cultural insights.

Campaigns of the week

Lee, the 135-year-old American denim brand, has unveiled Built Like Lee, a new global brand platform and equity campaign designed to reassert its position as a leading voice in denim. The campaign celebrates Lee’s legacy of craftsmanship while embracing a fresh, modern vision aimed at connecting with today’s denim enthusiasts.

Brother has unveiled a new multichannel campaign to promote its inkjet printers for small business and home office customers, built around the promise of giving people “More Time for Life.” The idea: when work is done faster and better, there’s more time for the things that truly matter.

Coca Cola has launched the third edition of its fall college football campaign, once again spotlighting the role of fans in shaping the sport’s culture. This year, the brand is turning its attention to away-team supporters.

Agencies and accounts

The Rugby Football Union (RFU) has appointed Ocean Outdoor as the Official Digital Out of Home (DOOH) Media Partner of the Red Roses.

VML has been appointed agency of record for Kubota in Australia and New Zealand after a competitive pitch. The partnership covers brand, customer, and commerce strategy, with the aim of accelerating Kubota’s growth and modernising its marketing approach in the region.

Partnerships and acquistions

Kyndryl and VML have entered a strategic partnership designed to help brands deliver more personalized and meaningful customer experiences by combining artificial intelligence, data and creative expertise.

Dentsu’s Media Practice has formed a partnership with Index Exchange and Chalice AI as part of its NextGen transformation initiative. The collaboration will enhance the agency’s programmatic ecosystem by combining sell-side audience data with AI-powered decisioning tools.

Paradise Advertising & Marketing has acquired Laurie Rowe Communications, a public relations agency focused on destination media relations and storytelling. The acquisition adds more than 27 destination organizations to Paradise’s client portfolio.

Warner Bros. Discovery has signed a new long-term agreement with Nielsen covering audience measurement across all of its platforms, including linear and streaming.

Other major news of the week

DVJ Insights has launched its shopper data solution Spenderlog in Denmark, Sweden, and Norway. The platform aims to improve market research by combining digital receipt data with panel and retail expertise.

A coalition of media, technology, and data companies has launched the Automotive Streaming Council (ASC), a self-regulatory body designed to improve standards and transparency in streaming advertising for the automotive sector.

CMI Media Group has expanded its European operations with the opening of an office in Paris and the appointment of Aurélie Rizzo as Director, Global.

Bob Koigi is the editor-in-chief of Marketing Report.One

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