How Heritage Brands Are Reinventing Their Marketing Playbooks to Embrace Creators

This post was created in partnership with Collectively

For many heritage brands, trust has been built over decades. These brands have proved their worth, and in many ways, have built emotional connections with their consumers.

But in today’s creator-led culture, that’s not always enough. The new challenge is generating hype and creating viral moments that win over new generations and show a brand’s relevance.

During a Brandweek 2025 session co-hosted with Collectively, Dana Paolucci, head of PR and influence for Dove North America and Raven Walker, VP of client partnerships at Collectively, discussed the new strategy for placing creators at the very foundation of their ecosystem.

A partnership built for speed and safety

Paolucci and Walker made it clear that culture-hacking campaigns