PHD Aotearoa and The Fold talk creator growth

AUCKLAND, Today: Creator marketing is getting the grown-up treatment in the latest episode of The Spinoff’s *The Fold* podcast, released today in collaboration with PHD Aotearoa.

The episode looks at how creator marketing is shifting from a nice-to-have campaign layer into a more measurable, accountable media channel. Very handy for marketers who like numbers with their vibes.

It forms part of PHD Aotearoa’s rollout of CREO, Omnicom Media’s creator marketing capability, which launched in New Zealand earlier this year.

Hosted by Duncan Greive, the episode features James Davidson, Chief Strategy and Planning Officer, PHD Aotearoa; Mike Delaney, Group Product Director, Omnicom Media New Zealand; and Lisa Leicester, Head of Social & Innovation, OM Content Australia.

Together, they unpack the maturing creator sector in New Zealand, the lessons local marketers can take from Australia’s more developed market, and why measurement will be central to the channel’s next stage.

James Davidson encourages creator-curious marketers to listen to the episode.

“This conversation explores how that is changing and why creator marketing is becoming a more credible, measurable and effective channel for brands looking to reach and ultimately influence audiences,” – James Davidson, Chief Strategy and Planning Officer, PHD Aotearoa

“Plenty of brands have dipped a toe into creator marketing, but few have held it to the same standards as their OOH, AV or even paid social strategies because the tools haven’t existed to do so.

“This conversation explores how that is changing and why creator marketing is becoming a more credible, measurable and effective channel for brands looking to reach and ultimately influence audiences,” adds Davidson.

The episode is available now on *The Fold*, hosted by Duncan Greive, with the podcast exploring the intersections of media, culture and technology in New Zealand.

Marketers keen to learn more about CREO can contact PHD Aotearoa.