Marketers, it's okay to let creators get experimental with your ads

Content creator Adam Waheed, better known as Adam W. Camille Kermarrec for BI. YouTuber Adam W and Google exec Sean Downey offered tips on how brands should work with creators. The best performing creator ads are the ones where marketers ease up on creative control, they said. Open-ended campaign briefs and a healthy back-and-forth conversation are key, they said. Hey marketers, it's OK if a creator shakes up your carefully crafted messaging in their sponsored content. That actually may be ...