YW3

The Era of Creators Is Here - Are Brands Ready? Unilever’s decision to hire 20x more influencers and shift 50% of its total social media spend toward creator-led content is a defining moment for the creator economy. The message is clear: creators aren’t a niche play—they’re the new mass media. For years, influencer marketing was treated as an experimental channel...a “nice to have” rather than a core growth driver. That era is over. Today, brands that want to scale aren’t just investing in big media buys; they’re leaning into speed, agility, and cultural relevance...all of which creators deliver at unmatched scale. The Creator Economy = The Future of Brand Building Social platforms are no longer just awareness tools—they’re commerce engines, where creator-led content directly drives sales, loyalty, and brand affinity. 🚀 Look at PepsiCo’s $1.95B acquisition of Poppi. The brand’s meteoric rise was fueled by TikTok and influencer collaborations that converted views into market share. 📢 Unilever isn’t just reaching more people - it’s reaching them in a way that’s more authentic, effective, and adaptable. Traditional marketing cycles can’t keep up. The brands winning today are those that: ✅ Make real-time, data-driven decisions - scaling what works instantly instead of waiting for lengthy production cycles. ✅ Democratize creative production - leaning into UGC, creator-driven content, and cultural trends. ✅ Integrate creators with paid media - ensuring influencer marketing and performance media work together seamlessly to drive ROI. This Is Exactly Why We Built YW3. At #YW3, we’re leading the charge in brand storytelling and creator-powered innovation, helping brands integrate creators at every stage of their marketing ecosystem. 🔹 Want to move beyond one-off influencer campaigns? 🔹 Need a scalable strategy that blends creators, content, and commerce? 🔹 Looking for brand storytelling that actually transforms with culture? Let’s chat. The future of brand-building isn’t coming...it’s already here. The only question left is: will your brand keep up? 📩 www.yw3.co Kylie Tansey Kristin Rossi #CreatorEconomy #BrandStorytelling #InfluencerMarketing #MarketingInnovation #DigitalTransformation #YW3

Danielle Weisberg and I are thrilled to announce that theSkimm has been acquired by Everyday Health Group, a part of Ziff Davis. There are no words to accurately describe the gratitude that we feel for those who have been on this journey with us – from our employees past and present, our clients and partners, our board members, investors, advisors, to our family and friends. So many of you believed in us and the brand when it was truly just an idea. Most importantly, we want to thank our community – our Skimm’rs — for their support and dedication. Without them, we never would have gotten off the couch. Over 12 years ago, we saw a void in the market to make news more accessible and part of a daily routine, especially for busy women who were making hundreds of decisions with little time. Over time, theSkimm has turned that commitment to staying informed into a movement and a mission to help women live smarter in all aspects of their lives. Our audience of millennial women are the most important contributors to our economy – they are the breadwinners, the decision makers, and leaders – and they have never had more on their shoulders than now. Starting and building a company is not for the faint of heart, but our mission has never been more critical, and we are so excited to see it continue and expand. We will remain at theSkimm to continue growing the brand, which means our next chapter of growth is with a company that truly influences how people live their best lives. Everyday Health has a commitment to providing relevant, factual information, and we are so excited to partner to bring more of the Skimm experience to our audience and beyond. https://lnkd.in/ePBT25P2

By the time people arrive at Bonfire's Cocktails & Dessert party—held annually after Day 1 of Upfront Summit—it kind-of feels like the afterparty at the Oscars. The formal agenda for the day is over, the crowds are obsessively discussing AI, and the best moments are still unfolding. Upfront Summit, put on by our friends at Upfront Ventures, has evolved from LA's premier tech event into arguably the nation's best, period. This year's gathering at Intuit Dome was nothing short of stellar. Tech visionaries like Dara Khosrowshahi (Uber), Aravind Srinivas (Perplexity), and David Baszucki (Roblox) shared the stage with Chelsea Clinton, Olympian Sydney McLaughlin-Levrone, Rick Caruso, Gavin Newsom, Prince Harry, and Serena Williams—a true reflection of LA as a cultural and technological powerhouse. Bonfire's afterparty simply amplifies what the Summit does so well—creating a canvas for connection. As LA-based artist Pezer created live art, I watched new partnerships take shape and existing relationships deepen. These moments—the unplanned, unscripted, real conversations—are where the real magic happens. I'm deeply grateful to Kerry Bennett, Mayu Kataoka, and Mark Suster for cultivating a summit that embodies the true spirit of LA's tech community. Their vision extends beyond programming—it's about creating spaces where meaningful relationships can form. And to our partners Gunderson Dettmer, Stifel Financial Corp., Aduro Advisors, Amazon Web Services (AWS), and Countsy—thank you for recognizing that supporting founders goes beyond transactions. In reflecting on this event, I'm reminded that our most valuable currency isn't capital—it's connection. Gavin Block, Ronette (Villanueva) Kite, CPA Alejandro Guerrero, Monica Rodriguez Kuniyoshi, Bonfire Ventures, Bonfire Ventures, Jennifer Richard, Brett Queener, Jim Andelman, Tyler Churchill, Dominique Yadegar, Mark Mullen, Brian MacInnes, Jason Bitensky, Kristin Rossi, Danielle Oexmann

"Every business has its tipping point—the moment where possibility becomes action, and action creates lasting impact." Last week, LinkedIn for Marketing released its “Meet the Small Business” Report, spotlighting the pivotal moments that don’t just shape growth—they define a business’s future. YW3 was honored to collaborate with LinkedIn to position our client, FedEx, as a supporting thought leader in #B2B within the report—a small yet meaningful way to highlight the brand’s unwavering commitment to empowering businesses through their most transformative moments. We know tipping points don’t just happen to businesses; they happen with them. For FedEx, it’s about delivering the tools, insights, and connections that help businesses thrive. For YW3, 2024 marked a tipping point of our own: the opportunity to partner with one of the world’s most iconic brands to reimagine how they lead and connect with customers on #LinkedIn. At YW3, we believe LinkedIn is more than a platform for professional connections—it’s a catalyst for bold #storytelling, meaningful #ROI, and the kind of #growth that changes everything. For us, this isn’t just another project—it’s a launchpad. You heard it here first: Watch this space 🚀 Ready to discover the storytelling potential of LinkedIn for your Brand? Let’s build your launchpad together. Visit our website through link in my profile to get in touch with our team! LINK TO LI REPORT : https://lnkd.in/gtHN8MaS

The dangers of relying solely on #AI 🤖 in #storytelling are evident, as mistakes can easily occur. YW3 Special Projects recognizes this risk and introduces #StudioAI, a comprehensive solution that combines generative AI storytelling with human oversight at every phase. StudioAI stands out by ensuring human involvement throughout the development process, guaranteeing a nuanced and thoughtful approach to AI-driven narratives. Whether you are already immersed in AI technologies or just beginning your journey, our team is equipped to collaborate and enhance your strategies. Avoid being the marketing executive who overlooks the importance of human touch in AI storytelling. Reach out to YW3 Special Project's StudioAI for a seamless integration of creativity and technology. 🚀 Learn more about our approach and the impact of AI in #marketing, contact us at info@yw3.co 📧 https://lnkd.in/eX6dDB-j