You Don't Need a Bigger Creator Budget. You Need a Better Brief
Every time a shopper asks an AI which moisturiser is worth buying, or which snack is actually healthy, a shortlist gets served up. Your brand is either on it or not. And the brands that aren't usually aren't losing because of budget.
Our head of brand and partnerships, Rachael Webb, wrote for LBB about where those AI-generated shortlists actually come from, and what's driving them. The answer has less to do with who you've signed and more to do with what you asked them to say. Or more precisely, how you asked them to say it.
The brief is broken. Most brands already have the creators they need to fix this, which is exactly why the solution is less comfortable than it sounds. Read the full piece over on LBB here.
