Coca-Cola and Unilever Shift Creator Strategies

Dude Perfect’s Andrew Yaffe, Coca-Cola’s Valeria Herzer and John Deere’s Jen Hartmann. Photo by Erin Beach.

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Agencies have long functioned as an intermediary between creators and advertisers. But they may start to get squeezed out, as major brands and creators try to build longer-term relationships with each other and take more creative risks.

“Outsourcing” relationships between brands and creators will no longer fly, said Esi Eggleston Bracey, chief growth and marketing officer at Unilever, at The Information’s Future of Influence event on Tuesday.