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# Creators move from talent to strategy in brand and agency deals
- URL: https://www.medianexis.com/creators-move-from-talent-to-strategy-in-brand-and-agency-deals/
- Published: 2026-09-11T16:28:20.000Z
- Updated: 2026-09-11T16:28:20.000Z
- Description: Ad Age’s Gillian Follett details how creators now take equity stakes, join agency creative teams, and sit on advisory boards shaping campaign strategy.
- Author: Fabric.Media Editorial
- Tags: Creators, Parker Herren, New brand-creator partnership playbook feature

**Why it matters.** Creators who move from paid-post talent to equity partners and strategy advisors gain negotiating power that a flat sponsorship fee never offered.

*Signal from* [*adage.com*](https://adage.com/?ref=medianexis.com) *·* [*Parker Herren*](https://www.medianexis.com/tag/by-parker-herren/) *·* [*read the original*](https://adage.com/ad-age-video-podcast/insider/aa-brand-creator-partnerships-new-playbook/?ref=medianexis.com)*.*