A quarterly magazine about influencer marketing, creator partnerships, and the slow but definite change in what borrowed attention is worth to a brand.
For a decade the received wisdom in influencer marketing has been that celebrity-scale creators command a premium worth paying. In 2025 and 2026, on the audits we have run for thirty-one brands, the returns on that premium collapsed. The rise of micro and nano creators is less a fashion than a repricing of the whole category.
A Sheffield DTC skincare brand replaced its £220k mega-creator contract with a network of four hundred nano-creators on a rolling monthly retainer. How they built it, and what it cost.
Software vendors are quietly paying LinkedIn thought-leaders £3-6k per post to seed the top of their sales funnel. The economics are more compelling — and more precarious — than they look.
An outdoor brand's creator programme migrated from flat fees to affiliate commissions. Total spend fell 40%. Revenue attributable to creators rose. The trade press has misunderstood what this pattern signals.
Regulators are moving on from surface-level disclosure and toward substantive review of the commercial claims creators make. The industry has not yet caught up. We think it will hurt.
Published rate cards used to be a fiction — a starting point, no more. In 2026 they are a fiction that also loses money for the creator. The reasons are unromantic but worth understanding.
The head of influencer at a mid-market UK apparel brand explains the quarter she moved her entire creator programme to affiliate commissions. What worked, what broke, and what she thinks the industry will look like in three years.
A profitable mid-tier creator explains why she walked away from her talent agency after seven years, and how she now handles brand relationships herself. Uncomfortable, honest, worth the hour.
One short essay on the creator economy. One rate we've seen paid recently that we think is instructive. One creator we're watching and why. Free. No tracking pixels, ever.