What Creator Marketing Looks Like in 2025 from CreatorIQ Connect Europe

Earned: Unlocking the Power of the Creator Economy

Earlier this month, we hosted our second annual CreatorIQ Connect Europe in London. 800 marketers, including more than 200 CEOs, CMOs, founders and VPs across 436 different brands and agencies from 17 countries joined us to learn and connect around the power of creators in transforming business.

We are witnessing a fundamental shift in how trust is built, how culture is shaped, and how communities are formed, and the ecosystem and investment around creators are rapidly scaling. Creator marketing is not just surpassing traditional advertising—it’s now outperforming other digital marketing channels, such as search and social media ads. And, crucially, EMEA is taking a leading role in this transformation. For the first time ever, EMEA is projected to outspend the US in creator marketing across key sectors. Their audiences are some of the most engaged and creative in the world and, with over 200 countries, 2,000+ languages, it's a cultural melting pot driving authentic and diverse storytelling.

We started CreatorIQ Connect because we realized the leaders and community in this industry are changing marketing from the inside out. It's also a gathering place for some of the smartest, most generous people in the business. We'll be publishing all of the great content from 46 speakers across 16 sessions. In the meantime, here are a few quick thoughts from speakers and experts who were there on the ground with us in London.

In this episode, you’ll learn:

1. Why EMEA is outpacing the U.S. in creator marketing investment, and what their approach to earned attention can teach global marketers about results.

2. How leading marketers are rethinking ROI by tracking conversation quality, not just reach or likes.

3. What it takes to scale creator programs across markets without losing the personal connection, as well as the platforms, tools, and team mindsets that make it possible.

Connect with the Guests:

• Ashton Wall’s LinkedIn - @ashton-wall-marketing

• Alison Hollingsworth’s LinkedIn - @alison-hollingsworth-439028a

• Kahlea Nicole Wade’s LinkedIn - @kahleawade

• Fleur van Sambeeck’s LinkedIn - @fleurvansambeeck

• Kate Langan’s LinkedIn - @kjlangan

• Nate Harris’s LinkedIn - @nateonawalk

Connect with Brit Starr & CreatorIQ:

• Brit’s LinkedIn - @britmccorquodale

• CreatorIQ LinkedIn - @creatoriq

Follow us on social:

• CreatorIQ YouTube - @CreatorIQOfficial

• CreatorIQ Instagram - @creatoriq

• CreatorIQ TikTok - @creator.iq

• CreatorIQ Twitter - @CreatorIQ