[Marketing Week] Bob Koigi: Trust powers creator economy

However, the industry's rapid expansion comes as trust becomes increasingly valuable.

Artificial intelligence is accelerating the creator economy's evolution from influencer marketing into a trillion-dollar digital business ecosystem, even as concerns over misinformation reshape audience expectations.

Grand View Research forecasts the global creator economy will grow from $252.3 billion in 2025 to $1.35 trillion by 2033, driven by AI-powered content creation, subscription-based business models and direct-to-consumer commerce. Independent creators account for 57.2% of market revenue, while video remains the dominant content format and podcasting is among the fastest-growing segments.

However, the industry's rapid expansion comes as trust becomes increasingly valuable.

The 2026 IPA TouchPoints study found that 78.7% of UK adults are concerned about misinformation on social media, including 79.1% of 16-34-year-olds. Despite this, younger users still spend an average of 2 hours and 31 minutes a day on social platforms.

The findings underscore a growing paradox: social media's influence continues to deepen even as confidence in its content declines. For brands and creators alike, AI may fuel the next wave of growth, but long-term success will depend on combining innovation with authenticity and audience trust.

Campaigns of the week

HEINEKEN has released the Italian edition of its Praise the Bar series, focusing on the role bars play in bringing communities together through everyday social interactions.

Revance, a healthcare and aesthetics company with a portfolio of consumer skincare and medical aesthetic brands, has launched the Here for It All campaign for its PanOxyl skincare brand.

Gorenje, a European home appliance brand owned by Hisense Group, has launched its "Keeping Real Fans Cool" campaign as an Official Sponsor of the FIFA World Cup 2026, introducing a series of football-themed activations.

Agencies and accounts

Samsung Electronics Australia has appointed Publicis Groupe as its new media agency following a competitive agency review.

Dentsu Creative has been appointed as the creative agency for Lotte India following a multi-agency pitch, securing a mandate that covers brand strategy, creative development.

IBM has appointed Stagwell as its lead creative partner, with agencies Code and Theory and Anomaly working together to support the company's global brand and campaign activity.

Partnerships and acquistions

Harmonic, provider of virtualized broadband solutions, has completed the sale of its Video Business to MediaKind for $145 million in cash.

iHeartMedia has expanded its advertising partnership with Amazon Ads, becoming a local reseller of the company's audio and video advertising inventory.

JCDecaux has renewed its outdoor advertising contract with Heathrow Airport, extending a partnership that has lasted for more than 25 years.

Appointments

DEPT has appointed Barbara Bijlard as Vice President of Clients, with a focus on the company's creative portfolio.

AML has appointed Liz Wolstenholme as Head of Strategy, bringing in the former Accenture Song executive to lead the agency's strategic offering.

Ogilvy has announced a leadership change in the Netherlands, with Anneke Schogt stepping down as CEO after approximately 18 months in the role.

Other major news of the week

WPP has announced plans to expand WPP Enterprise Solutions, strengthening the business's role as a provider of enterprise transformation services.

After 15 years under the same corporate umbrella, Comcast and NBCUniversal are set to become independent companies, marking one of the most significant restructurings in the global media and telecommunications industry.

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

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