Risk vs. Reward: Brand Safety and Suitability in Creator Partnerships

In creator marketing, you’re handing the keys to your brand over to a creator— even the most carefully planned partnership is a balance between opportunity and risk. Moose Toys’ VP of Global Marketing Communications, Liz Gramp, and Lowe's Head of Social Media & Influencer Marketing Jonathan Stanley will break down how they approach scalable brand safety while tailoring suitability standards to their unique values and audiences. From understanding the crucial difference between safety and suitability to leveraging platforms, AI, and workflows, this session will provide best practices for ensuring creator collaborations are not only safe, but also the right fit for your brand.