Category: In the News

WPP’s new CEO announcement sparked the usual frenzy – LinkedIn takes, analyst notes and a wave of industry speculation. Clients, meanwhile, are staying quiet. 

That’s not to say Cindy Rose’s move from Microsoft to Madison Avenue is being ignored – it’s just not driving urgency. For many marketers, the real concern is still much closer to the ground: who’s leading their account and what results they’re seeing. The corporate narrative can wait.

“I don’t know what to think,” one WPP client told Digiday on condition of anonymity. “I’m not sure it matters or how important the move is just yet.” 

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Despite record investment in the creator economy, not every creator is cashing in. 

U.S. brands are expected to spend $13.7 billion on influencer marketing by 2027, according to eMarketer. It’s a cash grab, but the competition has outpaced brand budgets, according to agency execs. That outpacing has left mid-tier creators — those with moderate followings of between 50,000 and 500,000 — struggling to scoop up their fair share of brand spend. 

“There’s almost no middle class anymore,” said Paul Desisto, owner of PD Talent, a talent management company. “It goes to the really in-demand creators. The brands, if they are going to spend, are going after those.”

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