Last year, Dhar Mann was just another speaker at AWNY; this year, he’s the main event.
The mega creator is the ad conference’s first chief creator officer, and his job this week is to broker deals between creators and brands. He and the event’s organizers want those introductions to produce $100 million in creator-brand business within 12 months, measured against creator budgets that hand-picked brands confirmed before the doors even opened.
Mann’s central role signals the structural changes happening in the advertising industry as the creator economy’s growth demands more CMO attention and more marketing budget. His $100 million dollar deal goal is an attempt to make these deals happen faster and with more heft behind them.
Continue reading this article on digiday.com. Sign up for Digiday newsletters to get the latest on media, marketing and the future of TV.