Most brands are spending on creators and getting almost nothing back. Not because the creators are the problem. Because the system around them is broken.

Creator-led advertising is not influencer marketing. It is not throwing budget behind organic content and hoping for the best. It is a performance play, and the brands winning right now are the ones who figured that out first.

In this piece I break down what creator-led advertising actually is, why most brands are still getting it wrong, and what a system that actually works looks like in practice.