The internet has made it easier than ever for brands to buy reach. What’s harder to manufacture is a real relationship with an audience. What changes when brands invest not just in reaching people, but in the relationships creators have built with them?
Since announcing its brand sponsorships program in June, Substack has been working with creators and brands to answer that question, building a model centered on direct relationships, creator control, and reader value.
At Advertising Week, Substack’s Head of Brand Sponsorships Dan Robbins will share a first look at new progress and early learnings from the program. He’ll be joined by Balenciaga CMO Drieke Leenknegt and Private Label's Sarah Shapiro for a conversation about what brands are looking for in creator partnerships and what makes those partnerships valuable.
Since announcing its brand sponsorships program in June, Substack has been working with creators and brands to answer that question, building a model centered on direct relationships, creator control, and reader value.
At Advertising Week, Substack’s Head of Brand Sponsorships Dan Robbins will share a first look at new progress and early learnings from the program. He’ll be joined by Balenciaga CMO Drieke Leenknegt and Private Label's Sarah Shapiro for a conversation about what brands are looking for in creator partnerships and what makes those partnerships valuable.
Speakers
Key Takeaways
- A first look at the progress and early learnings from Substack’s brand sponsorships program since its launch in June.
- Why building around real creator-audience relationships requires a different approach than simply bringing traditional digital advertising into creator media.
- How creator control, brand fit, reader value, and meaningful measurement are shaping Substack’s approach to sponsorships, with perspective from Balenciaga CMO Drieke Leenknegt.
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