Global marketing and branding news on June 19, 2026. Today’s issue selected by Soulpapa Marketing.
View original (advertisingweek.com) →
Creator marketing is shifting from a campaign tool to a standard for organizational design
Ryan Stern, CEO of Collectively, stated that creator marketing has transitioned from an experimental channel to a core business function. Brands are moving away from using creators in individual campaigns and toward reorganizing their entire marketing organizational structure around a fandom-based growth model. This shift represents not an increase in influencer marketing budgets, but a redefinition of the marketing function itself.
From a marketer’s perspective, the core of this change is the redefinition of the creator’s role. Creators are no longer external content delivery partners but are being integrated as structural functions that grow together with the brand community. Without organizational-level restructuring, creator collaboration risks remaining confined to campaign-level tactics.
This article is excerpted from Brand Marketing Issues/News from June 19, 2026. Check out Soulpapa Marketing’s daily curated marketing news briefing.
Frequently Asked Questions
What practically needs to change to integrate creator marketing as an organizational structure rather than a simple campaign tool?
You must move beyond viewing creators as external content delivery partners and redefine them as structural functions tied to brand community growth. This doesn’t simply mean increasing influencer marketing budgets—it means redesigning the marketing organizational structure itself around creators. Without organizational-level redesign, creator collaboration will still remain confined to one-off campaign tactics.
How specifically does a fandom-based growth model differ from existing marketing approaches?
While the existing approach focused on using creators in individual campaigns to boost short-term reach, the fandom-based growth model aims to create a structure where creators and brand community grow together continuously. In other words, it’s a paradigm shift where marketing’s core function itself moves from campaign execution to community design and relationship building.
Insights from Soulpapa Marketing — Korea’s digital marketing agency.
Original Korean article: https://soulpapa.co.kr/2026/06/19/news-2026-06-19-%ed%8c%ac%eb%8d%a4%ec%97%90%ec%84%9c-%ec%84%b1%ec%9e%a5%ec%9c%bc%eb%a1%9c-%eb%b8%8c%eb%9e%9c%eb%93%9c%eb%93%a4%ec%9d%b4-%ed%81%ac%eb%a6%ac%ec%97%90%ec%9d%b4%ed%84%b0-%ec%a4%91%ec%8b%ac/
