Earned: Unlocking the Power of the Creator Economy

In Ep. 176 of Earned, CreatorIQ CMO Brit Starr sits down with Jennifer Cho, CreatorIQ’s new chief customer officer, and Brig Graff, our new SVP of services. To start, Jennifer and Brig dive into the dynamic world of creator marketing. With Jennifer's extensive experience in brand marketing across music, sports, and entertainment, the episode offers a fresh perspective on the transformative power of creators in today's digital landscape. Having previously run global e-commerce at major retailers and a global solution architecture team at Adobe, Brig touches on the importance of analytics and operational rigor, aligning creativity with impactful business outcomes in today’s creator economy. As ad budgets increasingly shift towards creator-led content, we explore the pivotal role AI plays in helping brands meet consumers’ evolving needs and build trust within their creator networks. Jennifer and Brig also discuss proactive brand safety and crisis management strategies, before underscoring the importance of empowerment and diverse perspectives in leadership. Tune in to discover the innovative strategies and leadership insights that are shaping the next wave of digital influence. In this episode, you’ll learn: How Jennifer Cho transitioned from brand marketing to creator marketing, and why she believes it's the nucleus of modern campaigns. Why Brig Graff emphasizes the importance of analytical rigor in creative strategies and how it drives measurable business outcomes. How AI and creator partnerships can safeguard brand reputation during crises and elevate long-term success.   Connect with the Guests: Jennifer’s LinkedIn - @jenniferchony Brig’s LinkedIn - @briggraff   Connect with Brit Starr & CreatorIQ: Brit’s LinkedIn - @britmccorquodale CreatorIQ LinkedIn - @creatoriq   Follow us on social: CreatorIQ YouTube - @CreatorIQOfficial CreatorIQ Instagram - @creatoriq CreatorIQ TikTok - @creator.iq CreatorIQ Twitter - @CreatorIQ

AI's role in creator marketing has been a subject of much conversation and debate in a human-centered business. How can AI accelerate versus compete with human connection and creativity? In today's episode of Earned, we're sharing a replay of a panel from Connect London, where Google Meta and CreatorIQ share perspectives on how AI unlocks value without blocking the power of the people who make it all work. The group discusses how AI can enhance, rather than replace, the creative process by supporting content ideation, improving efficiency, and scaling partnership strategies. You’ll learn how to balance automation with authenticity, apply AI tools to streamline creator discovery and campaign execution, and navigate internal conversations about responsible AI adoption. Whether you're experimenting with wearables or just starting your AI journey, this session offers tactical advice and a strong reminder: creators are people first—and that should never be lost. Connect with the Guests: Kahlea’s LinkedIn - @kahleawade Fleur’s LinkedIn - @fleurvansambeeck Nate’s LinkedIn - @nateonawalk Lousie’s LinkedIn - @louiseholmestv   Connect with Brit Starr & CreatorIQ: Brit’s LinkedIn - @britmccorquodale CreatorIQ LinkedIn - @creatoriq Follow us on social: CreatorIQ YouTube - @CreatorIQOfficial CreatorIQ Instagram - @creatoriq CreatorIQ TikTok - @creator.iq CreatorIQ Twitter - @CreatorIQ

 In Ep. 175 of Earned, CreatorIQ CMO Brit Starr sits down with Paulie Dery, the CMO of AG1—the clinically-backed daily health drink. To start, we dive into Paulie’s transformative journeys of renowned brands such as Uber, Yeti, and AG1. Paulie shares his unique approach to crafting iconic brands, emphasizing the importance of avoiding mediocrity and embracing inflection points that fuel creativity and innovation. With insights drawn from his pivotal roles at these companies, he highlights how they navigated industry challenges by reinforcing their core identities and building strong community connections. Paulie recounts Uber's evolution from a 'gangly adolescent' to a professional entity, achieved through a focus on driver satisfaction and operational excellence. He also discusses Yeti's transition from a niche product to a beloved American brand, underscoring the power of storytelling and community engagement. Looking to the future, Paulie introduces AG1 as a rising star in the wellness industry, poised to connect with high-performance optimizers and redefine morning rituals. To close the episode, Paulie underscores the importance of aligning professional roles with personal values to create lasting impacts in brand building and marketing innovation. In this episode, you’ll learn: How Paulie Dery approaches brand building at pivotal inflection points, from Uber and Yeti to AG1, and why embracing tension often leads to stronger creative clarity. What it looks like to build a brand through deep community focus instead of broad appeal, and how loyal customers naturally become the most effective messengers. Why chasing trends or algorithms weakens your edge, and how distinct creative work paired with strong creator partnerships keeps AG1 ahead of the curve. Connect with the Guest: Paulie’s LinkedIn - @pauliedery Connect with Brit Starr & CreatorIQ: Brit’s LinkedIn - @britmccorquodale CreatorIQ LinkedIn - @creatoriq Follow us on social: CreatorIQ YouTube - @CreatorIQOfficial CreatorIQ Instagram - @creatoriq CreatorIQ TikTok - @creator.iq CreatorIQ Twitter - @CreatorIQ

In Ep. 174 of Earned, CreatorIQ CMO Brit Starr sits down with Hassan Daoud, Global Head of Social Media & Influencers and Antoine Héry, Change Management, CDO Office from Beiersdorf. To start, we dive into how Beiersdorf, the company behind iconic brands like La Prairie, Nivea and Eucerin, is investing heavily in influencer marketing to unify global efforts and optimize returns on investment. Antoine and Hassan share their unique journeys into Beiersdorf, highlighting their diverse backgrounds in fintech, automotive, social media, and sports management. Listeners will gain insights into the company's establishment of a center of excellence aimed at standardizing influencer marketing practices across regions, with a focus on Europe, North America, South Africa, and Brazil. The discussion extends to the broader implications of professionalizing the creator economy by 2025 and the competitive landscape of global skincare brands. As the episode wraps up, listeners are encouraged to harness the creator economy for their own marketing strategies, inspired by Beiersdorf's ambitious journey. In this episode, you’ll learn: How precision influence is transforming marketing strategies across Beiersdorf’s portfolio, from Nivea to Eucerin, and what it means to build a global, creator-driven approach. Why balancing control with trust in creators is necessary to tell authentic stories that resonate with diverse audiences while staying true to brand values. The challenges of measuring success in creator marketing and how data and experimentation are helping brands refine their approach and achieve better ROI. Connect with the Guests: Hassan’s LinkedIn - @hassandaoud Antoine’s LinkedIn - @antoinecv Connect with Brit Starr & CreatorIQ: Brit’s LinkedIn - @britmccorquodale CreatorIQ LinkedIn - @creatoriq Follow us on social: CreatorIQ YouTube - @CreatorIQOfficial CreatorIQ Instagram - @creatoriq CreatorIQ TikTok - @creator.iq CreatorIQ Twitter - @CreatorIQ

Earlier this month, we hosted our second annual CreatorIQ Connect Europe in London. 800 marketers, including more than 200 CEOs, CMOs, founders and VPs across 436 different brands and agencies from 17 countries joined us to learn and connect around the power of creators in transforming business. We are witnessing a fundamental shift in how trust is built, how culture is shaped, and how communities are formed, and the ecosystem and investment around creators are rapidly scaling. Creator marketing is not just surpassing traditional advertising—it’s now outperforming other digital marketing channels, such as search and social media ads. And, crucially, EMEA is taking a leading role in this transformation. For the first time ever, EMEA is projected to outspend the US in creator marketing across key sectors. Their audiences are some of the most engaged and creative in the world and, with over 200 countries, 2,000+ languages, it's a cultural melting pot driving authentic and diverse storytelling. We started CreatorIQ Connect because we realized the leaders and community in this industry are changing marketing from the inside out. It's also a gathering place for some of the smartest, most generous people in the business. We'll be publishing all of the great content from 46 speakers across 16 sessions. In the meantime, here are a few quick thoughts from speakers and experts who were there on the ground with us in London. In this episode, you’ll learn: Why EMEA is outpacing the U.S. in creator marketing investment, and what their approach to earned attention can teach global marketers about results. How leading marketers are rethinking ROI by tracking conversation quality, not just reach or likes. What it takes to scale creator programs across markets without losing the personal connection, as well as the platforms, tools, and team mindsets that make it possible. Connect with the Guests: Ashton Wall’s LinkedIn - @ashton-wall-marketing    Alison Hollingsworth’s LinkedIn - @alison-hollingsworth-439028a  Kahlea Nicole Wade’s LinkedIn - @kahleawade Fleur van Sambeeck’s LinkedIn - @fleurvansambeeck  Kate Langan’s LinkedIn - @kjlangan   Nate Harris’s LinkedIn - @nateonawalk   Connect with Brit Starr & CreatorIQ: Brit’s LinkedIn - @britmccorquodale CreatorIQ LinkedIn - @creatoriq Follow us on social: CreatorIQ YouTube - @CreatorIQOfficial CreatorIQ Instagram - @creatoriq CreatorIQ TikTok - @creator.iq CreatorIQ Twitter - @CreatorIQ

In Ep. 173 of Earned, CreatorIQ CMO Brit Starr sits down with Tim Fortescue, Executive Communication Coach for Global Leaders and Teams. To start, we dive into Tim’s journey, from his early days as a high school basketball coach to his current status as a sought-after advisor for leaders at companies like L'Oreal, Intel, and Google. Tim's path was shaped by a serendipitous encounter at a public speaking workshop, leading to the creation of his business, 40 Watt Coaching. In his conversation with Brit, Tim unveils the profound impact of authenticity and storytelling in leadership communication. He shares insights into overcoming nerves and imposter syndrome, emphasizing the importance of adapting messages to diverse audiences while leveraging one's innate strengths to build confidence. Tim delves into the interconnectedness of communication and leadership, highlighting how effective storytelling can connect teams like nothing else. Listeners will discover practical strategies for enhancing their communication skills, whether navigating company mergers or addressing the unique demands of remote work. To close the episode, Tim dives into the art of leveraging both left- and right-brain communication strategies to connect authentically and effectively. In this episode, you’ll learn: Why audience-first communication is the core of effective messaging and how tuning into what your audience cares about, feels, and needs to hear creates a real connection. How storytelling and authenticity can help you establish a stronger presence, whether you’re pitching to a client, presenting on stage, or speaking to your team. Simple shifts in mindset and preparation can help you adjust your communication style based on who you're speaking to and what you want them to take away. Connect with the Guest: Tim’s LinkedIn - @timfortescue      Connect with Brit Starr & CreatorIQ: Brit’s LinkedIn - @britmccorquodale CreatorIQ LinkedIn - @creatoriq Follow us on social: CreatorIQ YouTube - @CreatorIQOfficial CreatorIQ Instagram - @creatoriq CreatorIQ TikTok - @creator.iq CreatorIQ Twitter - @CreatorIQ

In Ep. 172 of Earned, CreatorIQ CMO Brit Starr sits down with Jen Costello, the Global CSO at TBWA\Worldwide. To start, we dive into Jen’s remarkable career, starting from her humble beginnings as a senior planner at Chiat to becoming a pivotal figure in the industry. Then, Jen delves into the dynamic interplay of authenticity and creativity, emphasizing the importance of challenging conventional norms in the advertising realm. She offers valuable insights into the art of disruption, highlighting how bold and innovative ideas can captivate clients and stand out in a saturated marketplace. Throughout the episode, we navigate the uncertainties of today's marketing environment, reflecting on historical precedents like the 2008 recession and the post-COVID era. Jen underscores the transformative power of embracing change and disruption, urging marketers to take bold, data-backed decisions. She also celebrates the essence of personal branding, drawing inspiration from figures like Maggie Rogers and emphasizing the beauty of individuality in an AI-driven world. This episode is a testament to the power of authenticity, creativity, and the relentless pursuit of excellence in marketing. In this episode, you’ll learn: How creators help brands see the edges of culture before trends fully emerge in consumer behavior. Why treating creators not just as channels but as platforms with their own values and communities can strengthen brand strategy. Jen Costello’s approach to pitching, disruption, and creative bravery at TBWA offers lessons for building ideas that move people and break conventions. Connect with the Guests: Jen’s LinkedIn - @jenniferdcostello Connect with Brit Starr & CreatorIQ: Brit’s LinkedIn - @britmccorquodale CreatorIQ LinkedIn - @creatoriq Follow us on social: CreatorIQ YouTube - @CreatorIQOfficial CreatorIQ Instagram - @creatoriq CreatorIQ TikTok - @creator.iq CreatorIQ Twitter - @CreatorIQ

 In Ep. 171 of Earned, CreatorIQ CMO Brit Starr sits down with Jasmine Enberg, VP, Principal Analyst at EMARKETER. To start, we dive into the transformative journey of the creator economy. As influencer marketing becomes a more mature industry and marketing function in 2025, Jasmine shares how brands are adopting data-driven strategies to navigate this dynamic space. We explore the profound impact of TikTok's rise, the challenges posed by iOS changes, and the economic uncertainties affecting digital creators. Jasmine emphasizes the importance of platform diversification, urging creators (and brands) to embrace new formats like YouTube Shorts and Instagram Reels to remain competitive. Looking ahead, the episode highlights the opportunities and hurdles for both seasoned leaders and aspiring creators. Jasmine stresses the significance of adopting a business mindset and finding a unique value proposition in this rapidly evolving digital world. Additionally, we discuss the role of AI in creator marketing, acknowledging its potential to streamline processes while maintaining the irreplaceable essence of human connection. To close the episode, Jasmine shares some advice for both leaders and those aspiring to begin a career in the creator economy. In this episode, you’ll learn: Why the creator economy is becoming more professionalized as brands refine their influencer marketing strategies with better tools and resources. How the challenges of economic uncertainty and digital landscapes are impacting brand decisions and influencer partnerships. Why brands should build long-term partnerships with creators rather than transactional relationships to strengthen their brand presence and drive ongoing engagement. Connect with the Guests: Jasmine’s LinkedIn - @jasmineenberg Connect with Brit Starr & CreatorIQ: Brit’s LinkedIn - @britmccorquodale CreatorIQ LinkedIn - @creatoriq Follow us on social: CreatorIQ YouTube - @CreatorIQOfficial CreatorIQ Instagram - @creatoriq CreatorIQ TikTok - @creator.iq CreatorIQ Twitter - @CreatorIQ

In Ep. 170 of Earned, CreatorIQ CMO Brit Starr sits down with Haley Kaliszewski, the former influencer marketing manager at Kendra Scott. To start, Haley dives into the origin story of the Texas based, woman-founded brand that is Kendra Scott. Coined by the phrase, “$500 and a dream,” the brand has grown from a storefront on South Congress Street in Austin to 150+ storefront locations across the country. The episode offers perspectives on building successful influencer marketing strategies, emphasizing the power of starting small, nurturing existing fans, and leveraging micro-influencers over high-profile endorsements. Haley dives into the significance of organic growth and the critical role of creativity, community relationships, and robust ROI tracking in expanding a brand's reach. Beyond business, we highlight Kendra Scott's unwavering commitment to philanthropy. Discover the impactful initiatives led by the Kendra Scott Foundation, including the Legacy Retreat for families affected by metastatic cancer, and the Kendra Scott Women's Entrepreneurship Leadership Institute at the University of Texas. These efforts underscore the brand's dedication to social responsibility and community engagement.  In this episode, you’ll learn: How starting with loyal brand fans can help create an authentic influencer strategy without relying on large gifting programs. Why fostering a sense of belonging among brand fans can amplify the impact of influencer marketing. How Kendra Scott’s approach to including both large collaborations and smaller, consistent influencer engagements contributes to a diverse marketing strategy   Connect with the Guest: Haley’s LinkedIn - @haleykaliszewski   Connect with Brit Starr & CreatorIQ: Brit’s LinkedIn - @britmccorquodale CreatorIQ LinkedIn - @creatoriq   Follow us on social: CreatorIQ YouTube - @CreatorIQOfficial CreatorIQ Instagram - @creatoriq CreatorIQ TikTok - @creator.iq CreatorIQ Twitter - @CreatorIQ

In Ep. 169 of Earned, Conor sits down with Christina McCarthy, Vice President of Global Media at Four Seasons Hotels and Resorts. To start, we dive into Christina’s impressive career journey from fashion and beauty giants like Victoria's Secret and MAC. We delve into Four Seasons' strategic shift from traditional marketing to crafting rich, brand-building experiences that resonate with audiences. Christina highlights the pivotal role of high return guests (HRGs) and the tailored strategies that ensure their loyalty. She also explores the impact of social media influencers and user-generated content on guest perceptions, detailing how platforms like TikTok, Snapchat, and YouTube are leveraged for global branding and local engagement. Listeners will gain insights into the integration of SEO and OTA (online travel agency) advertising and how Four Seasons harnesses cutting-edge technology to enhance customer experiences. The discussion extends to the allure of luxury travel destinations, emphasizing the brand's commitment to exceptional service and personalization. To close the episode Christina offers an insider's perspective on the innovative marketing tactics that distinguish the brand in the luxury hospitality industry. In this episode, you’ll learn: How Christina McCarthy leads global media strategy for a luxury brand like Four Seasons: She shares how a fashion and beauty background shaped her approach to digital luxury marketing. Why VIP treatment drives loyalty: Christina explains how making guests feel like the star of their stay creates an emotional connection and repeat visits. Where content and paid media work best together: It’s about blending platforms like TikTok and YouTube with creator content and search strategy.   Connect with the Guest: Christina’s LinkedIn - @christinamccarthy   Connect with Conor Begley & CreatorIQ: Conor’s LinkedIn - @conormbegley CreatorIQ LinkedIn - @creatoriq   Follow us on social: CreatorIQ YouTube - @CreatorIQOfficial CreatorIQ Instagram - @creatoriq CreatorIQ TikTok - @creator.iq CreatorIQ Twitter - @CreatorIQ