Creator Packaged Goods: A new business model leveraging the facets of fame

This piece examines the fast-growing ‘Creator Packaged Goods’ business model, and the implications for the four Ps of marketing.

Working with creators

This article is part of a series of articles from the WARC Guide to working with creators. Read more

The huge power shift seen in media with individual creators amassing huge audiences without requiring the permission of the traditional gatekeepers is reverberating far beyond the platforms in which they first made their name.

Established players face a fight to stay relevant with younger audiences and innovate fast enough to deal with a new wave of influencer-innovators unencumbered by legacy issues and with a ready-made audience keen to show their support.

In September 2020, Charli D’Amelio and...

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