In today’s fragmented, culture-driven marketing environment, many brands are investing in new channels without fully rethinking how marketing works on the internet. In this session, Shephali Bhatt will unpack the most common mistakes brands make in the creator economy, from treating creators as media inventory to misreading internet culture and over-controlling brand narratives.

Drawing on real-world case studies where creator-led campaigns delivered strong results as well as those that fell short, the session will explore why certain strategies work while others do not. Shephali will also share practical frameworks and actionable steps that marketing leaders can use to differentiate their brands, build relevance and trust, and design creator and culture-led strategies that translate into real business outcomes.

Participants will leave with clear, practitioner-led insights on how to approach influencer marketing and emerging channels differently from traditional marketing, and how to apply these learnings within their own organisations.