
Creators Take Bigger Roles in Brand Marketing Strategy
Creators are taking on broader responsibilities in brand marketing, with companies involving influencers in campaign planning, product development and internal consultation. Examples involving Coach, Laura Mercier and Rhode show creators contributing beyond sponsored content, while industry experts say additional strategic responsibilities require appropriate compensation and authority. Key Takeaways Brands are involving creators earlier in campaign planning and marketing strategy. Coach launched &Coach with Gen Z creators and talent including Paige Bueckers and Angel Reese. Laura Mercier created a creator group for internal consultation and external representation. Rhode brought Golloria George and Toni Bravo into product-consulting roles. Industry experts say expanded creator responsibilities should be matched with appropriate compensation, access and authority. Creators Take Expanded Roles in Brand Marketing Creators are increasingly being involved in brand decisions beyond producing sponsored content, with companies using selected influencers to advise on campaigns, products and marketing strategy. The expanded role was evident at the 2026 Cannes Lions festival, where creators participated in panels, meetings, lunches, dinners and other industry activities alongside advertising and marketing executives. Shana Davis, founder of influencer marketing agency Ponte Firm, said the role of an influencer or creator has changed. Caroline Wilson of UTA’s brand advisory group described creators as

































