Brand Tracker

Welcome to the automated Brand Tracker diaries.

Germany

Axel Springer Creators: Springer Starts Program for Journalistic Creators

Campaign: Axel Springer Creators

Source: https://www.horizont.net/medien/nachrichten/axel-springer-creators-springer-startet-programm-fuer-journalistische-creator-236269

Goal: Support journalistic creators

Claim: Empowering journalism creators

Media: Various media platforms

Summary: Axel Springer has launched a new program called 'Axel Springer Creators' aimed at supporting journalistic creators. The initiative focuses on fostering journalism through resources and opportunities for independent creators in the industry.

Global

Parade Founder Cami Tellez Taps UTA Exec to Scale Her ‘Post-Follower’ Agency

Brand: Parade

Campaign: Devotion

Source: https://www.adweek.com/media/parade-cami-tellez-devotion-ed-victori-creators-agency/?itm_source=homepage&itm_medium=the-latest-left&itm_campaign=2

Goal: Build a creator marketing platform for the post-follower era

Summary: Cami Tellez, cofounder of the Gen Z underwear brand Parade, launched a new venture called Devotion aimed at creating a creator marketing platform for the post-follower era. Tellez appointed Ed Victori as the first COO to help scale the company following a year of rapid growth.

Creator Economy influencer marketing

Global

AnyMind bets on live streams as creators’ next revenue play

Brand: AnyMind Group

Campaign: AnyCreator Stream Launch

Source: https://www.marketing-interactive.com/anymind-bets-on-live-streams-as-creators-next-revenue-play

Goal: Help creators monetize live streams and connect them with brand opportunities

Media: YouTube Live, live-streams, social media

Summary: AnyMind Group has launched AnyCreator Stream, a platform designed to aid creators in monetizing their live streams and managing brand partnerships. The platform integrates with YouTube Live to track stream performance metrics and connects with AnyMind's influencer marketing tool, AnyTag, helping brands execute and measure live-stream campaigns. This initiative is part of AnyMind’s broader strategy to enhance its presence in the live-streaming and social commerce markets.

Creator Economy influencer marketing live streaming social commerce

Global

VidCon Joins LIONS and Opens a New Chapter in the Creator Economy

Brand: VidCon

Campaign: VidCon x LIONS Creators

Source: https://www.media-marketing.com/vijesti/vidcon-ulazi-u-lions-i-otvara-novo-poglavlje-creator-ekonomije/

Goal: Connect creators, brands, agencies, and media platforms within the creator economy

Claim: Building a global platform for the rapidly evolving creator economy

Media: Festival events, digital platforms

Summary: VidCon has partnered with LIONS to create the VidCon x LIONS Creators platform, which aims to merge cultural influence of the creator economy with its increasing commercial significance. The partnership seeks to create a space for creators, brands, agencies, and media platforms to connect in a changing marketing landscape. The initiative includes the Insight to Impact Festival and will be present at Cannes Lions in 2027.

Creator Economy digital culture marketing partnership

Ireland

The Irish Marketing Podcast: The Growth of the Creator Economy

Brand: Orchard Thieves

Campaign: Fox Pack

Source: https://www.adworld.ie/2026/08/21/the-irish-marketing-podcast-the-growth-of-the-creator-economy/

Goal: Create a community of Gen Z creators

Summary: The Irish Marketing Podcast discusses the creator economy and highlights Orchard Thieves' collaboration with THINKHOUSE to form the 'Fox Pack', a community focused on authentic relationships with Gen Z creators, moving beyond traditional influencer partnerships.

Creator Economy Gen Z influencer marketing

Belgium

Brand New Day launches the Content Club around the Walloon creator economy

Brand: Brand New Day

Campaign: Content Club

Source: https://pub.be/fr/brand-new-day-lance-le-content-club-autour-de-la-creator-economy-wallonne/

Goal: To promote the creator economy in Wallonia

Summary: Brand New Day has launched the Content Club, focusing on the development and support of the creator economy in the Walloon region.

Creator Economy Wallonia

Global

Opinion: Cannesmaxing with Thinkhouse’s Jane McDaid

Brand: FIFA

Campaign: World Cup Streaming Partnership

Source: https://www.adworld.ie/2026/07/03/opinion-cannesmaxing-with-thinkhouses-jane-mcdaid/

Goal: Innovate how it reaches younger audiences

Claim: Cannes is the new SXSW

Media: TikTok, streaming services

Summary: The Cannes Lions Festival of Creativity has evolved significantly, emphasizing the importance of creators in marketing and entertainment. This year, major brands showcased their commitment to creators as the new frontier of media and engagement, with examples like FIFA partnering with Gen Z creators to stream World Cup matches, demonstrating the shift towards a more cultural and creator-focused landscape.

Cannes Lions Creator Economy FIFA Gen Z