Making Creator Headlines · Page 9
Brands Praise Creator Authenticity Until the Celebrity Holiday Card Arrives
· New York time
Marketers leaned on creators throughout the year but are turning to celebrities for the holiday crunch, according to Digiday's Future of Marketing briefing. The shift puts familiar star power at the center of a season when brands are competing for attention and gift spending. The contrast is awkward for an industry that spends much of the year praising creators' relationships with their audiences. A creator can be useful for regular campaigns, while a celebrity offers a different kind of immediate recognition when the stakes feel especially high. The briefing describes a pattern, not a rule that every holiday campaign excludes creators. Still, it captures a hierarchy in the marketing calendar: authenticity gets a year-round assignment, then a famous face is invited to the most expensive family gathering. The creator may help set the table, but the celebrity gets the place card.
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