Post by mane. Agency

Creator marketing is becoming procurement-driven — and that's a problem. 🚫 ✅ The good news: brands are taking it seriously. 🚩 The bad news: some are treating it like buying paper. When creator marketing goes through procurement rather than a marketing team that understands the space, you get: → Rate benchmarking against irrelevant comparables → Contract terms that make no sense for how creative relationships work → Decision-making timelines that kill campaign momentum → A focus on cost reduction over value creation Creator marketing works because of relationships, trust, and creative freedom. Procurement processes optimise for none of those things. ✨ Brands: keep the rigour. Lose the template❕