The creator economy had been waiting for a moment like this.
For years, influencer marketing had occupied an awkward position on media plans – big enough to matter, not established enough to defend. The measurement was patchy. The contracts were informal. The boardroom case was hard to make.
Then in March 2025, Fernando Fernández walked into his first weeks as Unilever CEO and handed the industry exactly what it had been asking for: a declaration, from one of the world’s largest advertisers, that creators were now the centre of gravity. Fifty percent of the media budget to social. Twenty times more creators. One influencer in every postcode in India, every municipality in Brazil.
Continue reading this article on digiday.com. Sign up for Digiday newsletters to get the latest on media, marketing and the future of TV.