How brand-creator partnerships are evolving

Brand and government leaders explain how they team with influencers and creators to reach people as the attention economy shifts.
As your average vertical video creator grows up, so too do the marketing and PR industries that rely on their creative labor. These individuals who concept, script, draft, shoot, caption, publish, distribute and publicize the content they create — often on behalf of brands  understand more about their role, importance and stake in the future of social media