The Creator Economy's Next Frontier: Long-Term Partnerships Across Social, Paid, and Search

How do brands navigate paid channels, search engines, and emerging platforms as consumer behavior shifts toward new discovery mechanisms? Creators are playing a bigger role than ever, but scaling across these avenues isn't about doing more one-off deals; it's about investing in long-term creator partnerships that can generate authentic content for multiple channels and formats. This panel explores where creator marketing is heading—from paid media to search to channels we're still figuring out—and why brands pulling ahead are betting on sustainable creator relationships rather than volume. We'll dig into how to structure partnerships that work across ecosystems, which new opportunities deserve investment today, and what creators and brands both need to make these relationships work.