How the creator economy is redefining brands

The most successful brands are those building strategies for both ‘fast’ and ‘slow’ culture.

I began my career in PR for Tom Ford Beauty, the now vastly successful beauty brand, in 2010 when print magazines were still our ultimate goal – the days of press releases, desk sides, product launch events, and international press trips. “Bloggers” were just picking up steam. Some esteemed ones starting to be included among Vogue and ELLE at events, which was slightly controversial. “Influencer” was not in our lexicon.

I started to see the clear opportunity for brands through these online “blogger” personalities who created more relatable lifestyle content of the product from their point of view and shared...

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