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# Christmas ads still skip creators despite their big year
- URL: https://www.medianexis.com/christmas-ads-still-skip-creators-despite-their-big-year/
- Published: 2026-11-06T22:07:30.000Z
- Updated: 2026-11-06T22:07:31.000Z
- Description: Digiday’s Seb Joseph reports that early holiday campaigns from John Lewis, SharkNinja, Ulta Beauty and Burberry lean on celebrities, not creators, even after brands leaned on creators heavily all year.
- Author: The Signals Desk
- Tags: Creators, Seb Joseph, Digiday: creators vs celebrities for holiday marketing

**Why it matters.** Creators remain locked out of the highest-stakes ad moment of the year, leaving celebrity talent and their agents with outsized leverage over holiday budgets.

*Signal from* [*digiday.com*](https://digiday.com/?ref=medianexis.com) *·* [*Seb Joseph*](https://www.medianexis.com/tag/by-seb-joseph/) *·* [*read the original*](https://digiday.com/marketing/future-of-marketing-briefing-creators-had-a-big-year-christmas-still-went-to-the-celebrities/?ref=medianexis.com)*.*