The present and future of social and the creator economy
The Fold
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The Rise of Brand Partnerships and the Role of Creative Agencies
This chapter explores the origin of brand partnerships and the evolving role of creative agencies in the creator economy. It highlights the tension between creative agencies and social media platforms, the complexity of media agencies, and the trend of creators creating their own brands. The importance of education, seizing opportunities, and leveraging brand equity early are also discussed.
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