Amy Lanzi

So you have to have something and you have to, it's not control, but you have to have your own authentic voice as a brand for a creator or an influencer to work. Otherwise, what are they talking about? Or what are you telling them to talk about if you haven't figured out what that is?

So you have to have something and you have to, it's not control, but you have to have your own authentic voice as a brand for a creator or an influencer to work. Otherwise, what are they talking about? Or what are you telling them to talk about if you haven't figured out what that is?

So you have to have something and you have to, it's not control, but you have to have your own authentic voice as a brand for a creator or an influencer to work. Otherwise, what are they talking about? Or what are you telling them to talk about if you haven't figured out what that is?

I think they want both, both. They want our ad dollars, to be clear. And they want brands' ad dollars. So one way to get at it is to make it about the individual that a brand is investing in that's a creator. That only works so much. So I think they want both, and they want to understand the balance of both.

I think they want both, both. They want our ad dollars, to be clear. And they want brands' ad dollars. So one way to get at it is to make it about the individual that a brand is investing in that's a creator. That only works so much. So I think they want both, and they want to understand the balance of both.

I think they want both, both. They want our ad dollars, to be clear. And they want brands' ad dollars. So one way to get at it is to make it about the individual that a brand is investing in that's a creator. That only works so much. So I think they want both, and they want to understand the balance of both.

But I think the experience doesn't come off that way because a lot of brands don't know how to balance the two. So you probably experience more of the individual piece, the individual experience versus actually how brands authentically show up in a way that breaks through. But they want both. The platforms, they kind of want the ad dollars. It's really important.

But I think the experience doesn't come off that way because a lot of brands don't know how to balance the two. So you probably experience more of the individual piece, the individual experience versus actually how brands authentically show up in a way that breaks through. But they want both. The platforms, they kind of want the ad dollars. It's really important.

But I think the experience doesn't come off that way because a lot of brands don't know how to balance the two. So you probably experience more of the individual piece, the individual experience versus actually how brands authentically show up in a way that breaks through. But they want both. The platforms, they kind of want the ad dollars. It's really important.

We see it in two ways. For me, when we say this inside of Digitas, at some point Mr. Beast needed an agency. So how do we become the agency of the YouTube creator that now grows up, right? He has an incredible set of products, et cetera. So there's one thing in terms of these businesses These creators actually could be new clients of ours. That's one way to think about it.

We see it in two ways. For me, when we say this inside of Digitas, at some point Mr. Beast needed an agency. So how do we become the agency of the YouTube creator that now grows up, right? He has an incredible set of products, et cetera. So there's one thing in terms of these businesses These creators actually could be new clients of ours. That's one way to think about it.

We see it in two ways. For me, when we say this inside of Digitas, at some point Mr. Beast needed an agency. So how do we become the agency of the YouTube creator that now grows up, right? He has an incredible set of products, et cetera. So there's one thing in terms of these businesses These creators actually could be new clients of ours. That's one way to think about it.

I think the other thing is, especially with brands, like I mentioned Sephora, that are very committed to beauty for all and diversity and inclusion, especially when it comes to beauty, that are building collabs with these creators. So it's a more cooperative engagement.

I think the other thing is, especially with brands, like I mentioned Sephora, that are very committed to beauty for all and diversity and inclusion, especially when it comes to beauty, that are building collabs with these creators. So it's a more cooperative engagement.

I think the other thing is, especially with brands, like I mentioned Sephora, that are very committed to beauty for all and diversity and inclusion, especially when it comes to beauty, that are building collabs with these creators. So it's a more cooperative engagement.

And brands that are doing that are really overcoming some of the things that may turn them off completely from the model on YouTube, for example. I think some of the things that are happening on TikTok shop is also really interesting in terms of how now expensive it's gotten. It used to be free. Now it's gotten very expensive to sell things on TikTok, which we knew was going to come.

And brands that are doing that are really overcoming some of the things that may turn them off completely from the model on YouTube, for example. I think some of the things that are happening on TikTok shop is also really interesting in terms of how now expensive it's gotten. It used to be free. Now it's gotten very expensive to sell things on TikTok, which we knew was going to come.

And brands that are doing that are really overcoming some of the things that may turn them off completely from the model on YouTube, for example. I think some of the things that are happening on TikTok shop is also really interesting in terms of how now expensive it's gotten. It used to be free. Now it's gotten very expensive to sell things on TikTok, which we knew was going to come.

And so I think that's another thing that's going to also say like some new brands or creators that are now selling their own products in that way are now going to really rethink that model because you just can't afford it.

And so I think that's another thing that's going to also say like some new brands or creators that are now selling their own products in that way are now going to really rethink that model because you just can't afford it.