Publicis Media gives creators a seat at the strategy table

Brands have long hired creators to execute campaign briefs. Publicis Media wants them to help shape the briefs instead.

The agency has launched the Publicis Creator Collective, bringing together nine creators across travel, sport, food and fashion to advise brands on campaign strategy and creative development before briefs are finalised.

Tom Pompei, SVP of Creator Solutions at Publicis Media Exchange (PMX), told The Daily Influence the initiative reflects a belief that "the future of social, creator, and community marketing cannot be built without the people who are living it."

"We've hand-selected these creators to function as true business partners – closing the gap between what brands think culture is and what culture actually is," he said.

He added: "The role of creators typically has been to decode a brief and adapt to it. The PMX Creator Collective's role is to challenge the brief with a real seat at the table, providing influence and expertise across client brainstorms and the ideas that shape campaigns."

The Collective includes Mick Batyske, Gabby Beckford, Jessica Lee (Davis), Priyanka Naik, Jayde Powell, Victoria Jacobi, John Scafiddi Jr., Travis Thompson and Trey Phills. Members will help brands pressure-test campaign ideas before they go to market.

The Collective sits within PMX and will be available to agencies across the wider Publicis network. The initiative forms part of PMX's broader creator strategy.