Have brands become supporting acts in a never-ending influencer show?

Over the last month, as I embarked on a new adventure, let’s call it my “creative sabbatical” (which basically means I’ve been binge-watching design documentaries and contemplating the universe), I found myself pondering the state of the creative industry. 

Let’s face it: the landscape has transformed dramatically since the Mad Men era.

I mean, who would have thought that the charmingly chaotic world of advertising would morph into a social media circus where brands are the supporting acts in a never-ending influencer show?

It seems like brands have gone from being the main characters to playing second fiddle to social media personalities.

Suddenly, brands want creative campaigns that mimic traditional formats but sprinkle in a dash of influencer magic, as if we’re all just waiting for the next big “like” to validate our existence.

According to CreatorIQ’s State of Creator Marketing Report (2024-25), “For Standout Fortune 100 Brands, Creator Content Powered 12x Impressions, 17x Engagements, and 32x Post Count Versus Owned Content.” Impressive, right? But here’s the kicker: are brands genuinely embedding themselves in culture, or are they just playing a game of hopscotch on the surface?

We’ve been beating the drum for purpose-driven creativity, using creators and influencers as mere tools in our templated playbook. But let’s be real, traditional paid advertising is hitting a wall when it comes to engagement and impact. So, what does this all mean?

I propose we take a radical step back and reassess our marketing strategies.

The era of grand ad campaigns might just be going the way of the rotary phone. What if we borrowed a page from the fashion world, specifically, Vogue?

Imagine if brands treated their campaigns like an issue of Vogue itself, engaging creators who resonate with the brand’s spirit. Think of it as brands finally playing by the rules of those who live and breathe the culture they represent. Creatives, strategists, and marketers could become the fashion editors of the advertising world, telling brand stories through collaboration rather than resorting to a one-size-fits-all approach.

To do this, we need to recognise the role of the creator. Like iconic photographers in Vogue, they are patrons of culture, not just a means to an end. 

They should be collaborators in the narrative of the brand. Vogue doesn’t just report culture; it curates it. So, why can’t brands like KFC, Starbucks, or even your local milk company do the same?

One brand that’s already rewriting the rules is Footasylum, creating long-format episodic content with creators and internet personalities, tapping into the authenticity of UK street culture.

Now, let’s dream a little bigger. What if a brand campaign was produced and interpreted by a diverse army of creators, each bringing their unique flair? That should be the norm, right?

Here’s what I think this means for the future:

● Brands should be curating culture, not just “selling” products.

● Creators are long-term curators, not fleeting resources.

● Creatives and strategists should focus on action-driven ideas that embody the brand spirit.

● The selection of creators should prioritize fit over follower count.

● Briefings should inspire, allowing creators the freedom to showcase their authentic selves.

● Let’s embrace more brand language in content and dial back the faux authenticity.

As creatives, we all aspire to produce work that leaves a mark. But what if we took a step back and redefined the role of advertising? We have a unique opportunity to slip into the cultural conversation without splurging on moderately performing TV ads.

For me, that’s the future. But I’m curious—what do you think?