Category: In the News

Lipton is testing a new way to do creator marketing without building big in-house social teams.

After a two-year global trial, the tea brand is using influencer marketing agency Billion Dollar Boy’s “Social Hubs” — a program where local creators make a steady stream of content for Lipton’s social channels and their own, effectively acting as on-the-ground social teams in each market. 

The model gives Lipton many of the benefits of having its own local social teams, while outsourcing the day-to-day grind of finding, managing and briefing creators.

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AI search may be the industry’s latest shiny object, but most marketers aren’t spending heavily on AI search ads yet. Instead, those dollars are being routed to creators, content, agency services and tools to influence how their brands are cited in LLMs.

WPP forecasts AI search advertising will become the industry’s fastest growing channel. Many brands, however, seem more focused on earning visibility inside AI-generated answers instead of shelling out for paid placements — at least that’s the case for now as marketers still have questions about return on investment.

The writing is on the wall, just ask any publisher.

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