Creators as shareable, low‑risk talent

In this episode of The Attention Shift, Ed and Jo dissect the aftermath of the creator-led Super Bowl, YouTube's identity crisis between creator platform and traditional media player, and why ITV's picture-in-picture Six Nations ads sparked universal fury.

From flag football as Olympic trojan horse to the influencer vs. creator divide, we explore what happens when platforms and properties try to have it both ways.

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