Why the Consumer, Not the Brand, Is Choosing Creators Now: KIKO Milano's Katie O'Reilly Explains

In this episode of Earned, CreatorIQ Chief Customer Officer Jennifer Cho sits down with Katie O'Reilly, Executive Vice President and Managing Director of North America at KIKO Milano, to explore how Italian beauty heritage scales in the American market while staying culturally relevant. Drawing on a career spanning nearly every major function in beauty, including roles at Macy's, MAC, and now KIKO Milano, Katie shares how leadership requires the same authenticity she asks of creators, why calculated risk-taking has defined her biggest career moves, and how one creator's unscripted "straw test" video became a driver of Earned Media Value (EMV) and sales. Together, Jennifer and Katie unpack how KIKO selects creators based on genuine audience affinity rather than reach alone, how the brand translates its Italian identity for U.S. consumers through moments like Madonna's debut as global brand ambassador, and how the upcoming Soho flagship is designed to turn physical retail into an ongoing content engine. In this episode, you'll learn: Why building trust and long-term investment with creators beats one-off campaigns How treating creators as strategic partners drives business results Why customer-led creator fit, not reach, is what makes the relationship sustainable Connect with the Guest: Katie's LinkedIn - @katieoreilly   Connect with Jen Cho & CreatorIQ: Jen's LinkedIn - @jencho CreatorIQ LinkedIn - @creatoriq Follow us on social: CreatorIQ YouTube - @CreatorIQOfficial CreatorIQ Instagram - @creatoriq CreatorIQ TikTok - @creator.iq CreatorIQ Twitter - @CreatorIQ  

In this episode of Earned, CreatorIQ Chief Customer Officer Jennifer Cho sits down with Gigi Robinson, founder of Hosts of Influence and Creator Etiquette, Penguin Random House author, keynote speaker, and creator, to explore what it takes to build a more professional and sustainable creator economy. Drawing on her experience building a multifaceted creator business and long-term brand partnerships, Gigi shares why creators need greater access to professional development, how brands can build trust through ongoing relationships, and why creators should be treated as creative professionals and strategic partners. Together, Jennifer and Gigi unpack the professional gaps that remain across the creator economy, offering a look at how better education, stronger relationships, and long-term investment can create more value for creators, brands, and their audiences. In this episode, you'll learn: Why the creator economy needs stronger professional infrastructure to help creators operate as strategic business partners, not just marketing talent.  How brands can build creator partnerships that last through trust and long-term investment instead of one-off campaigns. Why better measurement, transparency, and education around creator value are essential for a more sustainable creator economy.   Connect with the Guest: Gigi's LinkedIn - @gigirobinson   Connect with Jen Cho & CreatorIQ: Jen's LinkedIn - @jencho CreatorIQ LinkedIn - @creatoriq Follow us on social: CreatorIQ YouTube - @CreatorIQOfficial CreatorIQ Instagram - @creatoriq CreatorIQ TikTok - @creator.iq CreatorIQ Twitter - @CreatorIQ  

In this episode of Earned, CreatorIQ Chief Customer Officer Jennifer Cho sits down with Sharon Mussalli, CEO of NowThis, to explore what it takes to build a sustainable media business in an era shaped by social platforms, creators, and rapidly changing audience behaviors. Drawing on more than two decades of experience across media, entertainment, and technology, Sharon shares why enduring brands turn audience affinity into genuine fandom, how NowThis is building recurring shows and original IP designed to grow with their communities, and why great content and compelling personalities remain at the heart of media even as distribution evolves. Together, Jennifer and Sharon unpack the growing relationship between media, creators, and communities, offering a look at how social-first storytelling can turn content into franchises people truly love. In this episode, you'll learn: What traditional media companies can learn from creators—and what creators can learn from established media businesses.  How to build content that stays relevant as consumer behavior and platforms continue to change.  Why data, experimentation, and audience insights are essential for staying relevant as the future of media continues to evolve.   Connect with the Guest: Sharon's LinkedIn - @sharonmussalli   Connect with Jen Cho & CreatorIQ: Jen's LinkedIn - @jencho CreatorIQ LinkedIn - @creatoriq Follow us on social: CreatorIQ YouTube - @CreatorIQOfficial CreatorIQ Instagram - @creatoriq CreatorIQ TikTok - @creator.iq CreatorIQ Twitter - @CreatorIQ  

In this special 200th episode of Earned, CreatorIQ celebrates a major milestone with the official introduction of its four new hosts: Ashley Waxman, Vice President of Brand Marketing; Jennifer Cho, Chief Customer Officer; Joy Osinloye, Vice President of Customer Success, Americas; and Tim Sovay, Chief Partnerships Officer. Together, they share the unique perspectives they'll bring to the podcast—from brand strategy and creator partnerships to measurement, platform innovation, and scaling creator marketing inside global organizations. As Earned enters its next chapter, listeners can expect deeper conversations with the leaders, marketers, creators, and innovators shaping the future of the creator economy. #Earned #CreatorMarketing #CreatorEconomy Connect with the CreatorIQ Hosts: Ashley's Linkedin - @ashleywaxman Jen's LinkedIn - @jencho Joy's Linkedin - @joy-osinloye Tim's LinkedIn - @timsovay CreatorIQ LinkedIn - @creatoriq Follow us on social: CreatorIQ YouTube - @CreatorIQOfficial CreatorIQ Instagram - @creatoriq CreatorIQ TikTok - @creator.iq CreatorIQ Twitter - @CreatorIQ  

In this special Cannes Lions edition of Earned, CreatorIQ VP of Brand Marketing Ashley Waxman is joined by creator economy experts Lia Haberman, Antoine Hery, and Shira Lazar to unpack the biggest conversations shaping the future of creator marketing. Drawing on insights from across Cannes Lions 2026, they explore the evolution of creator strategy, the growing role of employee advocacy, and why trust continues to drive meaningful brand relationships. Ashley, Lia, Antoine, and Shira also discuss the rise of long-term creator partnerships, how AI is transforming content discovery and search, and why creators are becoming an increasingly important part of modern marketing and communications strategies. In this episode, you'll learn: Why the definition of "influencer" is shifting beyond lifestyle creators to include employees, executives, and everyday people inside your company. How brands can build real partnerships with creators instead of treating them like a line item in a media plan. What earned influence actually means in 2026, and why trust and consistency matter more than chasing virality.   Connect with the Guests: Lia's LinkedIn - @liahaberman Antoine's LinkedIn - @antoinecv Shira's LinkedIn - @shiralazar   Connect with Ashley Waxman & CreatorIQ: Ashley's LinkedIn - @ashleywaxman  CreatorIQ LinkedIn - @creatoriq   Follow us on social: CreatorIQ YouTube - @CreatorIQOfficial CreatorIQ Instagram - @creatoriq CreatorIQ TikTok - @creator.iq CreatorIQ Twitter - @CreatorIQ  

In this episode of Earned, CreatorIQ Chief Partnerships Officer Tim Sovay sits down with Karthik Suri, Chief Product & Corporate Strategy Officer at Sprinklr, to discuss how creator marketing is becoming a core part of the customer experience. Drawing on leadership roles at PayPal, GE Digital, and Sprinklr, Karthik shares his perspective on the evolution of social, the growing influence of creators, and the convergence of marketing, customer care, and AI. Tim and Karthik explore why trust has become the defining currency of the creator economy, how enterprise brands can unify creator marketing with customer experience, and what the CreatorIQ and Sprinklr partnership unlocks for marketers. They also discuss the future of AI-powered customer engagement, the importance of connected data and governance, and why the strongest creator strategies extend far beyond awareness to support the entire customer journey. In this episode, you'll learn: Creators are evolving from simple reach and engagement channels into trusted voices that influence the full customer experience. Leading brands are evolving their creator marketing strategy by unifying customer experience, social, and creator data into a single system that turns insights into action. How AI is accelerating data unification and decision-making across the customer journey. Check out the Sprinklr integration with CreatorIQ: https://www.creatoriq.com/sprinklr-partnership-integration Connect with the Guest: Karthik's LinkedIn - @surikarthik Connect with Tim Sovay & CreatorIQ: Tim's LinkedIn - @timsovay CreatorIQ LinkedIn - @creatoriq Follow us on social: CreatorIQ YouTube - @CreatorIQOfficial CreatorIQ Instagram - @creatoriq CreatorIQ TikTok - @creator.iq CreatorIQ Twitter - @CreatorIQ  

In this episode of Earned, CreatorIQ Chief Partnerships Officer Tim Sovay sits down with Damon Berger, SVP of Shared Marketing Services at Gap Inc., to discuss the evolution of digital storytelling and the growing role creators play in shaping culture. With a career spanning Disney, What's Trending, Fullscreen, Mattel, and Gap Inc., Berger brings a unique perspective on how audiences, platforms, and brands have evolved over the past two decades. Tim and Damon explore why creators have become the conduit to culture, how iconic brands can stay relevant in a rapidly changing media landscape, and what marketers can learn from the rise of creator-led communities. They also discuss the importance of authenticity in creator partnerships, the future of long-form content, why YouTube remains one of the industry's biggest opportunities, and how brands can move beyond campaigns to build lasting cultural relevance. In this episode, you'll learn: Inside Gap's earned media strategy, they're working with creators to stay relevant inside internet culture instead of relying on traditional advertising What it looks like to scale an influencer program strategy from a few partnerships to tens of thousands of creators Where attention is shifting next, including YouTube, gaming communities, and other emerging digital spaces   Connect with the Guest: Damon's LinkedIn - @damonberger   Connect with Tim Sovay & CreatorIQ: Tim's LinkedIn - @timsovay CreatorIQ LinkedIn - @creatoriq Follow us on social: CreatorIQ YouTube - @CreatorIQOfficial CreatorIQ Instagram - @creatoriq CreatorIQ TikTok - @creator.iq CreatorIQ Twitter - @CreatorIQ

In this episode of Earned, CreatorIQ VP of Customer Success Joy Osinloye sits down with creator and storyteller Fola Amudipe to explore what it takes to build a meaningful community in today's creator economy. Known for her beauty, lifestyle, and travel content, Fola shares how she evolved from an educational creator into a storyteller focused on connection, purpose, and lived experience—and why that shift has transformed both her audience relationships and her career. Joy and Fola discuss the power of authenticity, the lessons learned from sharing her viral hair journey, and how creators can balance aspiration with accessibility. They also dive into brand partnerships, representation in the beauty industry, creator community, and why personal perspective matters more than ever in a world where information is increasingly available through AI, search, and social platforms. In this episode, you'll learn: How authentic storytelling can strengthen audience trust and create deeper community connections. Why sharing challenges and setbacks can sometimes have a greater impact than sharing successes. How to create aspirational content that still feels accessible, relatable, and valuable to your audience.   Connect with the Guest: Fola's LinkedIn - @folaamudipe Connect with Joy Osinloye & CreatorIQ: Joy's LinkedIn - @joy-osinloye CreatorIQ LinkedIn - @creatoriq Follow us on social: CreatorIQ YouTube - @CreatorIQOfficial CreatorIQ Instagram - @creatoriq CreatorIQ TikTok - @creator.iq CreatorIQ Twitter - @CreatorIQ

In this episode of Earned, CreatorIQ VP of Brand Marketing Ashley Waxman sits down with Archetype SVP of Strategy Chase Fitzgerald to explore how creator relationships are reshaping earned media, PR, and modern communications strategy. Drawing on experience across agency leadership, creator strategy, and large-scale programs like CES, Chase shares why brands need to stop thinking transactionally about creators and start building long-term partnerships rooted in trust, collaboration, and shared value. Ashley and Chase unpack the evolution of independent journalism and creator-led media, why measurement needs to move beyond impressions and vanity metrics, and how agencies are adapting to a world where creators influence everything from storytelling to event strategy. They also dive into creator collaboration at CES, the growing importance of infrastructure inside PR agencies, and why the future of earned media will depend less on placements — and more on human relationships. In this episode, you'll learn: • How to treat creators to build meaningful partnerships and maximize impact • Strategies for measuring both quantitative and qualitative success in creator marketing • Best practices for integrating creators into events, campaigns, and PR initiatives for authentic audience engagement Connect with the Guest: Chase's LinkedIn - @chasefitzgerald Connect with Ashley Waxman & CreatorIQ: Ashley's LinkedIn - @ashleywaxman CreatorIQ LinkedIn - @creatoriq Follow us on social: CreatorIQ YouTube - @CreatorIQOfficial CreatorIQ Instagram - @creatoriq CreatorIQ TikTok - @creator.iq CreatorIQ Twitter - @CreatorIQ

In this episode of Earned, CreatorIQ Chief Partnerships Officer Tim Sovay sits down with Jamie Gutfreund, founder of Creator Vision, Forbes contributor, and former executive at Hasbro, Microsoft, Expedia, CAA, and Whalar, to explore why the creator economy still lacks the infrastructure needed to truly scale. Drawing from experience across brands, agencies, and media, Jamie shares her perspective on how creator marketing is evolving from an experimental channel into a core business function tied to media, commerce, and long-term brand growth. Tim and Jamie unpack why most brands still confuse campaign planning with creator strategy, the growing importance of measurement and institutional knowledge, and how creators are reshaping everything from paid media to product storytelling. They also dive into the rise of creator-led media companies, why YouTube remains massively underutilized by brands, and how AI is changing content creation, optimization, and audience insight gathering. Along the way, Jamie shares candid takes on affiliate saturation, creator trust, organizational change inside major brands, and why the future of creator marketing depends on building systems, not just campaigns. In this episode, you'll learn: The key to successful brand building through creator partnerships How brands can leverage creators for media and performance-driven campaigns Why understanding your audience and creators' communities is essential for impactful marketing   Connect with the Guest: Jamie's LinkedIn - @jamiegutfreund    Connect with Tim Sovay & CreatorIQ: Tim's LinkedIn - @timsovay CreatorIQ LinkedIn - @creatoriq Follow us on social: CreatorIQ YouTube - @CreatorIQOfficial CreatorIQ Instagram - @creatoriq CreatorIQ TikTok - @creator.iq CreatorIQ Twitter - @CreatorIQ