By Kimeko McCoy • August 3, 2026 •
Brands used to treat creators like media buys, spending ad dollars to rent their audiences. Now, they’re prodding creators to help them shape concepts, influence products and pressure test ideas.
All signs point to a maturing creator economy. Ask any influencer agency exec. CMOs have a new respect and the power dynamics are shifting. But while brands want creators’ judgement, they’re still figuring out how much power to give them.
“It’s an evolution of understanding the power, respecting the creators more and then listening to their feedback and their opinion throughout the process,” said Thomas Markland, founder and CEO at HYDP influencer marketing agency.
Take bubly’s latest summer campaign this year. Rather than tasking a creator with delivering reach against a marketing brief, the Pepsi-owned drink brand purposely sought out a creator whose online presence could become part of the campaign itself. Bubly partnered with Erin Miller, a social media influencer known for her 2000s internet nostalgia content.
