For Brands That Follow Creator Trends, the Possibilities Are Endless

How Sony Music UK keeps tabs on branching creative

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Editor’s note: This piece is part of our Columnist Network series, which explores the tactical thoughts and actions from Adweek’s community of high-level experts. Today, Dorothy Hui of Sony Music U.K.’s 4th Floor Creative describes the team effort for following user-generated content that derives from the brand. Below, in her own words, she suggests that with close monitoring, you’ll know when the time is right to lean in.

The challenge

At 4th Floor Creative, trends are always top of mind.

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