Last week at CreatorIQ Connect Europe, the brightest minds in creator marketing gathered to decode the moment, define what’s next, and most importantly, share wisdom on how to do it all with impact and integrity. From legacy brands to indie powerhouses, EMEA strategies to AI innovation, one theme was clear: creator marketing isn’t just surviving—it’s leading.
We combed through every insight, quote, and “aha” moment from the day-long event to bring you the major trends and takeaways. Here's what stood out:
Global vision, local focus
Across sessions, a major refrain was “think global, act local”—but now it’s less of a motto and more of a mandate.
- Beiersdorf and other leaders emphasized that creator marketing only scales when rooted in local relevance. Empowering regional teams isn’t a side note, it’s strategic. As Lizi Aston from DECIEM put it, “Creators aren’t just communicators, they’re cultural translators.”
- Brands like REFY and NARS highlighted how building real community starts by listening to creators and fans, not forcing alignment. Campaigns that resonate globally begin with authenticity at the local level.
- In EMEA, creator marketing isn’t just catching up—it’s outpacing. New markets are being added, new currencies supported, and measurement frameworks are evolving to meet the moment.
Key takeaway: Real scale comes from regional fluency, not top-down templates.
🎙️Earned podcast spotlight: Ashton Wall, Co-founder of GateMaker Community
“I think it's really important to realize that creator audiences are likely not confined to one country. There are many audiences that are split between the UK and the US and Canada, for instance. There are so many mixes that I see.
A lot of times I see kind of insular marketing calendars happening between nations, and that's not how it should go. I think that made sense in a pre-digital world where retail operated on different calendars and different product launches.But now with everything being on social and social first, I think it's a big mistake to assume that your audience is just from one country”
Redefining authenticity (Hint: it’s messy on purpose)
Across beauty, tech, and agency panels, one truth surfaced repeatedly: authenticity isn’t polish—it’s purpose.
- Authentic creator content outperforms brand-led creative by 3x in attention metrics, according to Julie Chadwick, Managing Director of Dentsu Creative UK. The reason? It feels human. Audiences crave the imperfect, the personal, the “real.”
- “People buy from people,” said Antoine Héry from Beiersdorf. And trust doesn’t come from controlling the message—it comes from co-creating it.
- Brands like Nestlé, REFY, and Allies of Skin reminded us that creators aren’t just vendors—they’re partners. Brands that treat them as such build longer-lasting, more profitable relationships.
- Authenticity also means letting go of control, or at least knowing where to loosen the reins. As Revolution Beauty CMO Alison Hollingsworth noted, “The moment you start a script is the moment you lose your customer.”
Key takeaway: Authenticity is a strategy. Define it, align on it, and let creators bring it to life—with some breathing room.
🎙️Earned podcast spotlight: Alison Hollingsworth, CMO of Revolution Beauty
“I think it is all about keeping it real. For me personally, I am looking for that authentic approach. I think the snappier content right now is the one that's hitting. People are thumbing very quickly and so for me, how do you get that incredible impact in the first few seconds of your content?”
Data, AI, and the human touch
Yes, AI was everywhere, but not in the “robots are coming” way. Instead, it was all about optimizing for human creativity—not replacing it.
- Meta’s Louise Holmes emphasized that even as we scale with AI, the creator economy is still powered by people. The complexity, the messiness, that’s where the magic is.
- AI can help with discovery, scripting, and editing, but it can’t replace the lived-in style of a creator who’s deeply embedded in their community.
- Legal, measurement, and compliance were also recurring themes: accurate disclosures, avoiding IP pitfalls, and measuring what matters are more important than ever in a world of automation and regulation.
Key takeaway: Use AI as your assistant, but let humans drive the relationship.
🎙️Earned podcast spotlight: Fleur van Sambeeck, Product Marketing Manager, Google
“AI, AI, AI. We're hearing it across the board in all different parts of marketing. Things are changing a lot, and I think it's the same thing too for creator marketing.
We really like exploring how far we can go when it comes to scale, when it comes to creative. What do people accept, what is too much? And I think we're in a really interesting time here to see where the limit is.”
Community is the new conversion engine
If there was one truth that spanned TikTok trends, Snap strategies, and beauty launches, it’s this: conversion happens when you invest in community.
- UGC and EGC (employee-generated content) are exploding—and outperforming traditional ads. As TikTok’s Anastasia Evans noted, “You feel like you’re on FaceTime.”
- Live shopping, creator academies, and product co-creation (like REFY’s 1,000-person shade match project) show that the new commerce is conversational.
- It’s not just about paid partnerships—it’s about creating a world your community wants to belong to. That’s how legacy brands are born, not just flash-in-the-pan moments.
Key takeaway: Don't just build a brand. Build a place where people belong.
🎙️Earned podcast spotlight: Kahlea Nicole Wade, CEO and Founder, Alora Society
“ CreatorIQ is a great example of how you can do [community] at scale, because everything that you need is right there at your fingertips. So it's gonna be really great platforms like you guys that are prioritizing, how can we make it efficient, but still not lose the personal touches along the way so that creators don't feel like a commodity.”
Looking ahead: a creator-first future
From the looming impact of AI and regulation to shifting consumer behaviors, one thing is certain: creator marketing will lead the next era of brand building.
What worked yesterday might not work tomorrow. But if you stay curious, stay close to your community, and keep creators at the heart of your strategy, you’ll be ready for whatever comes next.
Thank you to all of our attendees, speakers, and partners for an incredible day of insights, inspiration, and honest conversation.
Let’s keep creating, together.
Want more insights from CreatorIQ Connect Europe? Listen to our Earned podcast episode with on-the-ground interviews from event speakers and experts here!