How brand expectations for creator AORs are evolving as investment grows

“Work with us to ensure that we’re optimizing that entire process from end-to-end,” McCartney said. “There’s a ton of legacy creative agencies that we work with, the Ogilvy’s of the world and the like, and that was the expectation from them for years, but that’s exactly what we expect from the creator agencies now too.”U.S. brands are expected to spend $13.7 billion on influencer marketing by 2027, up from $10.5 billion this year, according to forecasts from eMarketer. That level of growth has inspired an i ...