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No. 0135
Published
Creator agencies are becoming entertainment studios, and brands are footing the bill
Why it matters
Creator agencies are rehiring around writers, showrunners and format producers instead of campaign managers, and brands are paying for original content rather than placement. The unit of value moves from the post to the format. That changes the brief: a format brief with usage rights attached, not a deliverable count.
The source
Digiday
Creator agencies are becoming entertainment studios, and brands are footing the bill
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