The New Enterprise Infrastructure of Enduring Creator Programs

For most brands, creator marketing still lives campaign to campaign. The organizations that can prove creator marketing's impact across the full funnel, not just at the top, are the ones winning the internal case for investment. For leading global enterprise brands, it's become something closer to infrastructure—a cross-functional discipline with its own standards, data, and budget case. This session goes inside that shift with Gap Inc., Sephora, PepsiCo and Google, covering what it takes to centralize vetting and brand safety at scale, build measurement systems sophisticated enough to earn budget and buy-in, and unlock what becomes possible once creator marketing is treated as infrastructure, not a campaign line item.