In the golden age of TV advertising, brand executives didn't simply purchase ad space and then relinquish creative control to the media company. They worked with creative agencies.

The collaborative process focused on scripting unforgettable moments that would spark conversations in living rooms around the country.

As the advertising landscape shifted toward influencer-based media, this caliber of creative collaboration unfortunately diminished. Many brands now contract influencers, today’s new media, and hand over the creative decision-making to them without the creative collaboration that inspires memorable brand moments. We’re left with a relationship that feels more 𝐭𝐫𝐚𝐧𝐬𝐚𝐜𝐭𝐢𝐨𝐧𝐚𝐥 than 𝐢𝐧𝐬𝐩𝐢𝐫𝐚𝐭𝐢𝐨𝐧𝐚𝐥.

GRADIENT recognizes that most influencers are passionate about creating high-quality, authentic content for their followers. As a brand, you have the power to influence the quality and creative direction of that content by inspiring your influencers — help them capture your vision.

It's not just about what you tell or show them but about inviting them into an 𝐢𝐦𝐦𝐞𝐫𝐬𝐢𝐯𝐞 𝐞𝐱𝐩𝐞𝐫𝐢𝐞𝐧𝐜𝐞, where they are inspired to go above and beyond their contracted number of posts.

Who do you believe has excelled in this approach? I would love to hear your thoughts in the comments. Let's elevate our influencer partnerships to new heights of creativity and impact!