Evolving Brand Expectations for Creator AORs Amid Increased Investment
Key Takeaways from Advertising Week’s Panel on Creator Marketing
At Advertising Week in New York, top executives from Unilever, Gap, and Marriott emphasized the evolving expectations brands should have for their creator Agencies of Record (AORs) as influencer marketing gains traction. This shift is motivated by a commitment to invest more heavily in creator-driven content, pushing agencies to prioritize performance and deliver insights-driven strategies.
Growing Investment in Creator Marketing
As brands signal their confidence in influencer marketing, U.S. spending in this area is projected to reach approximately $13.7 billion by 2027, up from $10.5 billion in 2025, according to eMarketer forecasts. This rapid growth has driven a wave of mergers and acquisitions among creator agencies, indicating an interest from larger networks to solidify their presence in the competitive landscape.
High Standards for Creator Agencies
During the panel session titled “More than a Trend: The Rise of the Creator AOR,” Unilever’s Casey DePalma McCartney pointed out that market expectations have shifted dramatically over the past year. Agencies must now exhibit strategic thinking and excellence in account management, akin to traditional creative partners. “We expect the same level of optimization from creator agencies that we do from longstanding agencies like Ogilvy,” McCartney stated.
Strategies for Successful Partnerships
For brands seeking to partner with creator agencies, it is crucial to evaluate their ability to add value beyond internal capabilities. Gap’s Damon Berger noted that achieving greater reach through external agencies is essential for effective campaigns. Furthermore, Marriott’s George Hammer highlighted the importance of agencies becoming integral collaborators, emphasizing that efficiency in staffing means brands need to rely on external partners.
Tailored Approaches in Creator Marketing
Berger urged brands to adopt nuanced strategies tailored to different influencer categories, from micro to macro influencers, each of which has distinct audience dynamics. This fragmentation necessitates a strategic approach tailored to various levels of creator engagement.
Future Trends and Innovations
Notably, the industry is evolving as social media platforms begin to streamline relationships between brands and creators. New features, such as YouTube’s “open call” and Meta’s AI tools, aim to facilitate large-scale collaborations, reducing the friction in creator marketing.
As brands continue to invest heavily in creator marketing, those not adapting their strategies may risk falling behind. The consensus among industry leaders is clear: creator marketing has transitioned from a novelty to a necessity in modern marketing strategies.
