dentsu X’s Global Head of Strategy, Jimmy Diamond, joined the latest MediaCat podcast to explore why creator marketing is booming, yet still delivering inconsistent results for many brands.
The conversation builds on our latest report, The Creator Catalyst, developed in partnership with Meta. You can download the full report here.
A shift driven by platforms, content and culture
The rise of the creator economy is being fueled by a perfect storm: platforms prioritizing personalized content, an increasing demand for always-on output, and growing brand investment.
But while more brands are working with creators, few have built a system around them. Instead, many still treat creators as interchangeable, applying the same briefs, KPIs and expectations across the board.
That’s where the disconnect begins.
“Creators aren’t just a channel,” says Jimmy. “They’re part of how media and content work together.” In other words, their role extends beyond impressions, into conversation, community and culture.
From campaigns to creator systems
To unlock consistent results, dentsu X argues brands need to move from one-off activations to a more structured approach – a creator system. This is built across three pillars:
Casting
Start with the role, not the reach. Whether the goal is brand building, conversion or community engagement, different creators serve different purposes. As Jimmy puts it, “What is the job to be done?” is the most important question brands can ask.
Culture
Creators are creative partners. Yet overly rigid briefs often lead to ineffective work. Jimmy notes, “If you give every creator the same script, you’re going to get poor results.” The balance lies in setting clear brand guardrails while allowing creators to bring their own voice and creativity.
Commerce
Measurement remains a challenge, particularly when creators are assessed using traditional media metrics. dentsu X’s ICON framework – Influence, Conversion, Opinion and Network – offers a more holistic way to understand both short-term impact and long-term value.
Rethinking the funnel
The conversation also highlights a broader shift: the compression of the marketing funnel.
With platforms enabling discovery, engagement and purchase in a single interaction, and AI increasingly shaping recommendations, creator content is playing a more influential role across the entire journey. “Conversation and word of mouth have always been powerful,” says Jimmy. “That’s exactly what creators bring.”
Listen to the full podcast
Hear more from Jimmy Diamond on the MediaCat podcast, including deeper insights on creator strategy, measurement and the future of the creator economy here.
.jpeg)
