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Nestlé caps creator spend at 20% of media budget, applies ad rules to paid boosts

Next in Media’s Mike Shields reports that Nestlé‘s Daniele Tundo and CreativeX CEO Anastasia Leng detailed how the Fortune 500 brand built unified infrastructure for creator marketing.

Why it matters. Brands now have a benchmark for capping creator budgets, giving advertisers a concrete ceiling to cite in negotiations with platforms and agencies.

Signal from Next in Media (podcast) · Mike Shields · read the original.

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