Jul 22, 2026 · 47 min · 10 segments
Creator ad spend is hitting thirty-nine billion dollars in 2026, and traditional video reads are no longer the standard. In this episode, we break down our new partnership with Lexus and we outline…
Samir ChaudryHost
Colin RosenblumHostConnorPanelist
So what's interesting and why this is coming to life right now and why we're having this conversation so much is in part because of a deal we just did that we're going to talk about, but also we're about a month out from Cannes Lions.
And coming home from Cannes Lions, I wrote up these observations of what I saw at Cannes this festival of advertising and what was deemed as like the super bowl for creators.
feeling like they need to work with creators and, because of their cultural impact because of even just the buzzword right now of creators but feeling like there is also a bit of discomfort in giving up control to creators right giving our brand voice to these people who We haven't met yet.
Especially as the brands get bigger, right? Like the bigger the brand, the more complexity with that.
But the headline that I wrote was that every brand is trying to solve creator issues.
And so coming out of it, I wrote down four different ways that brands can engage with creators and that are engaging with creators to kind of clarify what this modern advertising industry is with independent creators.
Total global advertising spend is going to hit a trillion dollars, which is crazy.
Yeah, when I heard that, I thought it candidly was a mistake because I just can't even comprehend and understand a number that large.
Let alone within our space, because you and I, I feel like I know every creator or know of.
I think if you go out globally and explore the definition of creator, it's actually, there's a lot.
Because if just our friends were getting that $39 billion, I think we would know.
So what's interesting and why this is coming to life right now and why we're having this conversation so much is in part because of a deal we just did that we're going to talk about, but also we're about a month out from Cannes Lions.
And coming home from Cannes Lions, I wrote up these observations of what I saw at Cannes this festival of advertising and what was deemed as like the super bowl for creators.
feeling like they need to work with creators and, because of their cultural impact because of even just the buzzword right now of creators but feeling like there is also a bit of discomfort in giving up control to creators right giving our brand voice to these people who We haven't met yet.
Especially as the brands get bigger, right? Like the bigger the brand, the more complexity with that.
But the headline that I wrote was that every brand is trying to solve creator issues.
And so coming out of it, I wrote down four different ways that brands can engage with creators and that are engaging with creators to kind of clarify what this modern advertising industry is with independent creators.
Total global advertising spend is going to hit a trillion dollars, which is crazy.
Yeah, when I heard that, I thought it candidly was a mistake because I just can't even comprehend and understand a number that large.
Let alone within our space, because you and I, I feel like I know every creator or know of.
I think if you go out globally and explore the definition of creator, it's actually, there's a lot.
Because if just our friends were getting that $39 billion, I think we would know.
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