WFA launches Creator Forum

Creator marketing is rapidly becoming a core pillar of brand investment. WFA research shows that 99% of respondents use creators and influencers to promote their products and services online, and 60% of brands plan to increase their investment in the coming years.

Brands such as Unilever have championed this shift, with Chief Marketing Officer Leandro Barreto sharing at SXSW how the company builds desire, trust and relevance through creator marketing.

The success of the creator economy even earned itself a section and five subcategories at Cannes Lions in 2025, celebrating the best-in-class, creator-led campaigns that led to commercial success.

Despite the opportunity, the buzz of the creator economy can be quite daunting for marketers. On the one hand, it offers the chance to build your brand in creative, culturally relevant ways. On the other, it brings risk, unclear measurement tactics and an increased pressure to prove ROI.

But just as brands are looking to meet their consumers where they are, WFA is doing the same with our members thanks to the launch of the WFA Creator Forum.

An exclusive community for brand-side creator and influencer marketers

The Creator Forum brings together senior marketers that are harnessing creator marketing as a driver of brand awareness and growth. It provides an opportunity to candidly share experiences with peers, equipping members with the connections, insights on industry trends, and regulatory intelligence to maximise effectiveness and optimise investment.

The group will explore issues such as proving ROI, measurement and tracking success, identifying the right creators and influencers that fit the brand, setting KPIs and mitigating potential risk.

Along with the opportunities to connect with peers and hear from the best in the industry, the Creator Forum also provides a variety of resources designed to help members gain practical peer insights and guidance on what leading global brands are doing to maximise impact.

Resources such as the Global Guidance on Influencer Marketing and Effective Influencer Marketing Report can help members establish more compliant, effective marketing strategies while better understanding trends in this fast evolving space.

Benchmarks on how marketing procurement leads are allocating budgets, selecting managing partners and structuring remuneration models will also aid members seeking to validate their approaches and ensure investment is delivering measurable business impact.

Finally, the WFA's policy expertise will also allow the Forum to provide early warning signs of regulatory pressures at global, regional and local level. Tailored briefings, regulatory heatmaps and direct access to our policy team can help members anticipate change and minimise disruption.

The first Creator Forum session will take place remotely on Thursday, 11 June at 9am EST / 2pm BST. The focus of the session will be around defining and measuring success. A detailed agenda will be shared soon.

To register your interest for the remote forum and find out more about the Creator Forum, please reach out to .