The Spinoff‘s The Fold podcast has released its latest episode in collaboration with PHD Aotearoa.
Released on June 9, the episode explores the evolution of creator marketing into a more measurable and accountable media channel.
The episode also forms part of PHD Aotearoa’s rollout of Creo, Omnicom Media’s creator marketing capability, which launched in New Zealand earlier this year.
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Hosted by Duncan Greive, the episode features James Davidson, chief strategy and planning officer at PHD Aotearoa; Mike Delaney, group product director at Omnicom Media New Zealand; and Lisa Leicester, head of social and innovation at OM Content Australia.
The discussion explores the maturing of New Zealand’s creator sector, what local marketers can learn from Australia’s more developed market and the role that measurement and accountability will play in the channel’s continued growth.
Davidson encourages creator-curious marketers to listen to the episode: “Plenty of brands have dipped a toe into creator marketing, but few have held it to the same standards as their OOH, AV or even paid social strategies because the tools haven’t existed to do so.
“This conversation explores how that is changing and why creator marketing is becoming a more credible, measurable and effective channel for brands looking to reach and ultimately influence audiences.”
