The Creator Effectiveness Playbook

Moving the conversation on from “Can creators build a brand?” to “How can creators build MY brand?”, System1's Andrew Tindall and brand strategist and creator Eugene Healey reveal major new research from WPP Media, System1 and TikTok. Drawing on one of the largest creator effectiveness studies to date, spanning hundreds of creator ads and millions of consumer responses, Andrew will show what drives attention, emotion and brand recognition across creator content and how different creator types perform against different marketing objectives. Eugene will then bring the practical perspective on how brands can put those lessons into action through smarter creator choice, better briefing and stronger execution. Together, they will give you the modern playbook for brand growth.

• How do marketers choose the right creator for the right brand job?
• What does the latest large-scale research reveal about attention, emotion and branding in creator content?
• How can brands brief creators in a way that protects authenticity and improves effectiveness?