News Summary

• Creator agencies are either rebuilding themselves as entertainment companies or launching as one from day one.
• Brands are spending more on creators because feeds themselves have changed.
• They’re less about socializing now, more about entertainment, which is why shift ads were never built to survive.
• CMOs have clocked that there’s no shortcut to being cited in a world where a chatbot’'s recommendation counts for more than a search engine's.
• Relevance, like it always has, has to be earned through the content itself.