Creators pivot as brands’ spending goes into ‘freeze mode’

Starting in March, parenting creator Tina Cartwright heard from three brand partners that they would be halting or pulling upcoming campaign spending (around Mother’s Day, for example), citing “budget freezes” and “tightening budgets” in the face of tariffs being imposed by the Trump administration.

“Everybody’s in a freeze mode,” Cartwright said. “[They don’t know what] additional impacts and stresses they’re going to have to account for as a result of these tariffs.”

Cartwright, who has 75,200 followers on Instagram, was eventually able to get the brand deals (she declined to name the specific brands) moving again by adjusting contract terms and timelines. Her official contracts with the three brands are still being finalized, but they will be “restructured into a different form,” while trying to keep the same financial rates, she explained. Mother’s Day is usually Cartwright’s “Super Bowl,” but now those content deals will potentially shift to June or July as brands stay cautious, she added.

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Adobe, Harvard Business Review and Disney Advertising are among 2025’s DMA finalists

The finalists for this year’s Digiday Media Awards showcase how brands push boundaries by smartly integrating emerging technologies. Each entry highlights a commitment to deepening audience engagement with interactive formats, inviting participation and building community. With a sharp focus on measurable outcomes, the campaigns demonstrate clear impact through tangible results, proving that innovation and strategy can go hand in hand.

Adobe earned a finalist spot for Best Use of Audience Insights by tapping into a core challenge facing Photoshop users: remembering keyboard shortcuts. Inspired by mnemonic tricks used by professional designers, Adobe created a catchy jingle paired with dynamic visuals and a choreographed “finger dance” across a Photoshop-themed keyboard. The video struck a chord with audiences, earning over 1 million views across Instagram and TikTok and generating tens of thousands of saves and shares. This playful yet practical approach engaged loyal users while showcasing how creativity can turn learning into an entertaining experience.

Harvard Business Review’s “Women at Work” podcast is a finalist for Best Podcast, recognized for its thoughtful exploration of the challenges facing women and nonbinary professionals. Blending research, lived experiences and practical advice, the show tackles topics from workplace anxiety to integrating AI into careers. Hosts Amy Bernstein and Amy Gallo bring humanity and expertise to timely and enduring conversations. With its presence across newsletters, events and social media, “Women at Work” has grown into a vibrant community that uplifts listeners at every stage of their professional journey.

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