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# Advertising Week NY opens with creators as the main draw, not just talent
- URL: https://www.medianexis.com/advertising-week-ny-opens-with-creators-as-the-main-draw-not-just-talent/
- Published: 2026-10-06T13:52:35.000Z
- Updated: 2026-10-09T00:07:41.000Z
- Description: Digiday’s Kimeko McCoy reports that Advertising Week New York expects 2,500 creator passes this year, up from 1,000 last year, with organizers chasing $100 million in creator deals over the next 12 months.
- Author: The Signals Desk
- Tags: Creators, Kimeko McCoy, Advertising Week New York bets on creators

**Why it matters.** Creators now expect brands to confirm spend upfront, putting pressure on marketers to show measurable deal flow rather than just event access.

*Signal from* [*digiday.com*](https://digiday.com/?ref=medianexis.com) *·* [*Kimeko McCoy*](https://www.medianexis.com/tag/by-kimeko-mccoy/) *·* [*read the original*](https://digiday.com/marketing/were-all-going-to-live-with-uncertainty-forever-advertising-week-new-york-opens-amid-industry-rebuild/?ref=medianexis.com)*.*