Thread by @Adweek

On the main stage, @GroupBlack_Co's @travismontaque and @OmnicomMediaGrp's Michael Roca discussed how brands can amplify the voices of Black creatives through means that are not only effective and educational but equitable for all involved. #Brandweek 🏝 adweek.it/Brandweek22

There are currently 50 million creators, a number that’s projected to grow to 400 million by 2025.

@GroupBlack_Co's @travismontaque #Brandweek 🏝

Creators are the new startup. They’re the culture makers who are moving the industry forward every day.

— @GroupBlack_Co's @travismontaque #Brandweek 🏝

Some of these creators have more reach and scale than cable networks, and diverse creators in particular are powerful drivers of culture.

— @OmnicomMediaGrp's Michael Roca #Brandweek 🏝

Diverse creators represent underserved communities, filling in a content gap that’s been in place for decades.

— @OmnicomMediaGrp's Michael Roca #Brandweek 🏝

Influencers are just the tip of the iceberg. Creators have such big ideas, and they tap into the culture that we know drives business performance because of the outsized influence they have on society.

— @GroupBlack_Co's @travismontaque #Brandweek 🏝

91% of influencers are experiencing burnout trying to keep up with posts. But if you can work with them on something bigger—a more sustainable project— you have equity with them and they can run their content as a business.

— @GroupBlack_Co's @travismontaque #Brandweek 🏝

The next stage of creator partnerships is about unlocking creativity, promoting the business and developing sustainable relationships.

— @GroupBlack_Co's @travismontaque #Brandweek 🏝

The opportunity with creators is just as meaningful as when the [marketing] industry moved to social and started investing there. Let’s exercise the same muscles we’ve always used—just realigned with the consumer behavior shift.

— @GroupBlack_Co's @travismontaque #Brandweek 🏝

If you have an ongoing relationship with creators, your brand could be relevant and contextual at the speed of culture.

— @GroupBlack_Co's @travismontaque #Brandweek 🏝

Inclusion is the biggest business opportunity today.

— @GroupBlack_Co's @travismontaque #Brandweek 🏝