What Happens When Brands Treat Creators as Full

This post was created in partnership with OMD

For years, creators were treated as a top-of-funnel, short-term play—a 24-hour hype cycle. But as the creator economy matures, brands want to see the full-funnel impact of creator partnerships, moving from ephemeral buzz to durable, searchable assets.

During a Brandweek 2025 session co-hosted with OMD, Chrissie Hanson, CEO of OMD USA, and Kevin Blazaitis, president of Creo, detailed how to evolve creator partnerships from a simple content play into a measurable engine for sales and long-term value.

From storytellers to sales drivers

Hanson made it clear that the era of brands as the “sole megaphone holders” is over. Instead, they are now delivering the microphones to creators, turning them into “active partners in the production, not simply