From Publishing to Creating: How the Creator Economy is Redefining Native Advertising and Brand Spending

Speaker: Lars Bengston, Chief Content Officer at Havas (US)

In the old days (read: 2015) "think like a publisher" was the answer to engaging audiences. Today, it's "think like a creator." The Creator Economy isn't just an emerging trend—it's redefining publishing and advertising alike. Powered by sophisticated audience development tools and direct fan relationships, Creators have evolved beyond mere influencers into entertainment brands, businesses, and agencies shaping media's future. We're already seeing brands across industries, even in heavily regulated sectors like healthcare, warming to this approach and embracing creator partnerships for their authenticity and engagement potential. For publishers, this shift represents a strategic opportunity, not a threat, as creators have mastered authentic connection and content distribution in ways that traditional publishers can adapt.

In this presentation content and advertising industry leader Lars Bengston (Chief mContent Officer, Havas), will decode the success principles behind creator-driven content while examining real-world case studies of brands partnering with creators. Through actionable insights, we'll explore how publishers can position themselves at the intersection of brand objectives and creator capabilities, either by developing in-house talent, strategic partnerships, or adopting creator-inspired strategies that deliver the transparency and engagement today's native advertising demands.

You'll leave this session with:

• A clear understanding of how the creator economy is reshaping native advertising and brand spending.
• Actionable insights on leveraging creator partnerships for authentic engagement and audience development.
• A strategic approaches to integrate creator-driven content into traditional publishing and advertising frameworks.