Creator Economy

For Authentic Campaigns, Brands Are Skipping Influencers

Wireless company Visible and agency Clutch on why they're turning to creators instead

four people in four different screens during a zoom call — Visible CMO Cheryl Gresham and Clutch CEO Madison Long talked with Adweek's Jameson Fleming at The New Consumer event.Adweek

By Kyle O’Brien

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Younger consumers crave brand authenticity, and that’s often being brought to them by the creator economy. Brands are reaching out to creators to help them bridge the gap to new consumers who have grown up on social media and look past influencers to those making content.

At Adweek’s New Consumer virtual event, Cheryl Gresham, CMO of wireless company Visible, and Madison Long, co-founder and CEO of agency Clutch, discussed how they are reaching the next generation of consumers through authentic brand campaigns.

Clutch,

Kyle O’Brien

Kyle O’Brien is a staff reporter for Adweek and editor of AgencySpy.

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