Billion Dollar Boy

New Unilever CEO, Fernando Fernandez, has committed to increase the brand’s social media investment from 30% to 50% of total marketing spend and vowed to work with 20 times more influencers. It’s a vote of confidence in the sector, signalling Unilever’s conviction that creator marketing can deliver impact at scale. In our latest newsletter, we explore why it’s a defining moment for the creator economy. #Unilever #InfluencerMarketing #SocialMedia

We're excited to reveal an exclusive conversation with two powerhouse figures shaping the creator economy in our FiveTwoNine London space. Maddie Grace Jepson, TikTok star, comedian and actress, and Aaron O'Neill, the manager behind The Sidemen – one of the largest and most successful YouTube collectives – will discuss how to transform influence into a sustainable business. Due to exceptional demand, we've released a limited number of additional spots for creators. This is your last chance to join the conversation that could help shape your creator career. Apply via the link below to secure your invite. https://lu.ma/0j9eci4f

Creators are waking up to the power of LinkedIn. Yesterday, I had the chance to speak at an event with some of the UK’s biggest creators, and one thing is clear: LinkedIn is becoming an essential part of their strategy. For years, creators have focused on platforms like Instagram, YouTube, and TikTok to build their brands. But now, they’re realizing that LinkedIn isn’t just for corporate professionals. It’s a platform where real business happens, where partnerships are formed, and where career-defining opportunities emerge. I’ve seen firsthand how creators who start posting on LinkedIn unlock: ✅ Brand deals with companies looking for industry thought leaders ✅ Speaking gigs and consulting opportunities ✅ Deeper, more meaningful engagement with their audiences ✅ A platform where content has a longer shelf life.. staying relevant for weeks, not hours The best part? You don’t need to change who you are. You just need to adapt your storytelling to fit the audience here. A huge thanks to Sophie and the wider FiveTwoNine & Billion Dollar Boy for having me! And a huge shoutout to: Gabriel, Lily, Millie, Hannah, Keith, Justin K, Gabriel, Kristabel, Tasha, Olivia, Angee and Victoria. Watch this space!

How do creator partnerships go beyond awareness and conversions to fuel brand advocacy? Today’s consumers aren’t just buying products, they’re aligning with brands that reflect their values and aspirations. "Creators serve as cultural translators, helping brands earn their place in hard-to-reach online communities. They bring credibility, foster emotional connections, and ultimately, turn audiences into brand advocates," says BDB CMO, Becky Owen. Are you tapping into the full potential of creator partnerships? 🔗 Read more in Digiday: https://lnkd.in/ed9W7-eE #advocacy #influencermarketing #creators

We are proud to be shortlisted for Social Media Agency of the Year at the Global Agency Awards. 🏆 Congratulations and thank you to our amazing team, clients, and partners worldwide for making this possible. #GlobalAgencyAwards #SocialMedia Don't Panic Events

When you think of influencer marketing, you typically picture brands working with a younger creator to target Gen Z (ages 13-28) or Gen Alpha (up to 12 years old). That’s not always the case. As the influencer marketing space and creator economy continues to grow, so-called silver influencers, or creators from Gen X (45-60 years old) and boomer generations (ages 61-79) are increasingly catching marketers’ attention. Progresso Soup and Harmless Harvest, a coconut product company, are eyeing the older cohort of creators to earn some cultural cache and boost brand awareness. They’re not alone. Brands’ interest in Gen X and Boomer influencers has been on the uptick in recent years, according to previous Digiday reporting. Alaska Airlines, Mountain Dew and clean beauty brand ILIA Beauty have made similar campaigns over the past few years. “They’re still [linear] TV watchers. But also, it’s a pretty social group,” said Maria Carolina Comings, vice president of the sweet and savory business unit at General Mills, referring to the soup brand’s 55-plus consumers. “So one of the places we went to was TikTok.” In this piece by Kimeko McCoy, we speak to Allie O'Brien, Jackie Cooper of Edelman, and Edward East of Billion Dollar Boy.

This International Women’s Day, we hosted Fiona Barron, director of The Gender Equity Collective, for an honest and impactful conversation about the future of gender equity. Fiona led a powerful masterclass and Q&A, sharing insights on building a world where empathy and unity drive real progress. Together, we explored: > The evolving DEI landscape: How we can future-proof gender equity and DEI initiatives, ensuring they remain adaptable during shifting political and social landscapes. > Staying committed to inclusion: Practical strategies to keep inclusion at the forefront and why creating lasting change requires more than good intentions. > Effort vs. impact: Understanding what truly moves the needle for change. > Building allyship: How all genders can collaborate for lasting progress and why gender equity benefits everyone, not just women. Thank you to everyone who joined, shared their experiences, and contributed to the conversation. Gender equity is a journey - let’s keep working together for a future where everyone has the opportunity to thrive. #IWD2025 #GenderEquity #CelebrateProgress

How can brands navigate AI's impact on the creator economy? Our global CEO Edward East took the stage at Ad Age NextGen Marketing Summit to share his insights. Joined by Alexia Adana from Edelman, Rogier Vijverberg from SUPERHEROES, and moderator Garett Sloane, the panel explored real-world examples, experiences and predictions around AI’s power to transform creative strategies. Key takeaways include: ➡️ Brands are embracing generative AI in creator marketing. Last year, our research found that three quarters of marketers plan to increase investment in generative AI creator content. ➡️ AI tools are transforming how we can bring creative ideas to life. What once seemed impossible to conceptualize and design can now be visualized quickly, unlocking new creative possibilities. ➡️ There’s still some hesitation around AI, but it's time to embrace it. Our data shows that 69% of creators believe generative AI will positively disrupt the creator economy by evolving, not replacing, creativity and creator careers. Big thank you to Elizabeth Moore and Ad Age for having us.  #CreatorEconomy #CreatorMarketing #GenAI

When you think of influencer marketing, you typically picture brands working with a younger creator to target Gen Z (ages 13-28) or Gen Alpha (up to 12 years old). That’s not always the case. As the influencer marketing space and creator economy continues to grow, so-called silver influencers, or creators from Gen X (45-60 years old) and boomer generations (ages 61-79) are increasingly catching marketers’ attention. Progresso Soup and Harmless Harvest, a coconut product company, are eyeing the older cohort of creators to earn some cultural cache and boost brand awareness. They’re not alone. Brands’ interest in Gen X and Boomer influencers has been on the uptick in recent years, according to previous Digiday reporting. Alaska Airlines, Mountain Dew and clean beauty brand ILIA Beauty have made similar campaigns over the past few years. “They’re still [linear] TV watchers. But also, it’s a pretty social group,” said Maria Carolina Comings, vice president of the sweet and savory business unit at General Mills, referring to the soup brand’s 55-plus consumers. “So one of the places we went to was TikTok.” In this piece by Kimeko McCoy, we speak to Allie O'Brien, Jackie Cooper of Edelman, and Edward East of Billion Dollar Boy.

Retail is evolving from traditional store shelves to social feeds. As the e-commerce market continues to heat up and TikTok Live is projected to reach $77B in annual sales by 2027, brands are rethinking how they sell. ✨  93% of users engage in shopping-related activities on TikTok ✨ 71% of users trust creators over brands ✨ 88% discover new brands and products through the platform Check out how discovery commerce and influencers are reshaping retail. ⬇️ #Influencers #TikTokShop