Frontier CMO Podcast by Think with Google Colin & Samir on the CMO’s Guide to the New Creator Economy
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Feb 12, 2026 
Samir Chaudry, creator and advisor known for creator-focused commentary and community-first strategies, and Colin Rosenblum, creator-analyst behind long-form creator coverage and Publish Press, discuss how marketing must shift from attention to connection. They explore creators as taste makers, AI in production, packaging long-term brand partnerships, community co-creation, and measuring deep engagement.
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Creators Have Evolved Into TV Showrunners
- Creator content now mirrors television: long form, repeatable formats, and heavy connected TV viewership.
- Colin points to creators like Dude Perfect making 22-minute formats watched millions of times on connected TVs, acting like showrunners.
Bring Creators Into Strategy Not Just Shooting
- Bring creators in early as collaborators, not just on-camera talent, to shape concept and format.
- Colin urges brands to involve creators at concept stage because creators act as producers, directors, and studio execs for their shows.
Favor Long Term Partnerships Over One Off Deals
- Build long-term, category-exclusive relationships instead of one-off performance buys to improve messaging over time.
- Colin explains year-long ambassadorships let creators and brands iterate, share data, and align on a shared value prop like education.