Next in Media – Episode Summary: "Why Brands May Need Creators in Their Product Development Teams"

Release Date: December 5, 2024
Host: Mike Shields
Guest: Ashley Rutter, Chief Creator Officer at Deutsch New York
Podcast Description:
"Everything we know about the media, marketing, and advertising business is being completely upended thanks to technology and data. We're talking with some of the top industry leaders as they steer their companies through constant change."

1. Introduction to Ashley Rutter and Her Role

At the outset of the episode (01:04), host Mike Shields introduces Ashley Rutter, highlighting her unique position as the Chief Creator Officer (CCO) at Deutsch New York (DNY). Ashley explains the evolution of her role, emphasizing that while it aligns with traditional CCO responsibilities, it incorporates a creator-centric lens.

Notable Quote:
Ashley Rutter (01:42):
"Everything I do is similar to what a classic chief Creative officer does but with additional layers... I bring myself in that multidisciplinary skill set and it just gives me a totally different perspective."

2. The Emergence of Soci Studio

Ashley delves into the foundation and purpose of Soci Studio, her initiative within DNY aimed at bridging the gap between brands and creators. She underscores a community-first approach, ensuring that creator-led storytelling is both scalable and measurable.

Notable Quote:
Ashley Rutter (03:05):
"Soci Studio is me bridging the gap between the industry and other creators... ensuring that it's all about scaling creator-led storytelling and ensuring that there's measurable results."

3. Advantages of Incorporating Creators into Branding

Discussing the competitive edge creators provide, Ashley asserts that creators possess a seasoned understanding of platform dynamics and audience engagement, which traditional marketers may lack.

Notable Quote:
Ashley Rutter (04:41):
"It's a massive advantage... creators have been there, doing the thing since it started, especially in the beauty industry."

4. Current State of Creator Investments in Branding

Mike probes whether the industry is underinvested or overinvested in creators. Ashley responds by highlighting that while some innovative brands effectively integrate creators into their core strategies, many still view them as mere budget line items.

Notable Quote:
Ashley Rutter (06:04):
"Some of the most innovative brands are doing it right... they're treating their creators more like a fundamental part of the media spin."

5. Strategic Placement of Creator Deals within Organizations

The conversation shifts to where creator partnerships should reside within brand structures. Ashley advocates for transcending simple media buys, positioning creators as strategic partners who can reshape brand narratives.

Notable Quote:
Ashley Rutter (08:15):
"Creative partnerships are best when they transcend a simple media buy... co-create as long as you're not strangling them with constraints."

6. Effective Measurement and Accountability in Creator Marketing

Ashley challenges traditional metrics like Earned Media Value (EMV), arguing for more meaningful indicators such as engagement quality and community interaction to gauge success.

Notable Quote:
Ashley Rutter (17:17):
"Did they convert you? That's what you should be looking at. You don't have to have a fancy dashboard to see that."

7. Building Sustainable Relationships with Creators

Emphasizing the importance of long-term partnerships, Ashley advises brands to invest patiently, fostering genuine relationships that resonate culturally rather than chasing fleeting viral moments.

Notable Quote:
Ashley Rutter (19:37):
"Long-term partnerships... help you move faster than the rest. It's about consistency and things that matter in the long term."

8. Notable Campaigns and Industry Examples

Ashley mentions a successful campaign with CityMD on TikTok, illustrating how leveraging platform-specific features and authentic creator content can drive substantial engagement even in traditionally challenging sectors.

Notable Quote:
Ashley Rutter (10:36):
"We helped CityMD with their TikTok campaign... it hit that cultural jet stream and it's just going off with a duet."

9. Future Trends and Innovations in Creator Marketing

Looking ahead, Ashley envisions a balanced integration of automation and human touch in creator collaborations. While automation can enhance efficiency, the essence of authentic creator partnerships must remain intact.

Notable Quote:
Ashley Rutter (16:04):
"Automation can streamline the process... but it shouldn't replace the human touch."

Conclusion

The episode underscores the pivotal role creators play in modern brand strategies, advocating for their inclusion not just in marketing campaigns but also in product development. Ashley Rutter's insights highlight a shift towards more authentic, community-driven branding that leverages the unique strengths of creators to foster deeper audience connections and drive meaningful results.

Timestamps for Notable Quotes

• 01:42 – Ashley on her role as CCO
• 03:05 – Introduction to Soci Studio
• 04:41 – Advantages of creators in branding
• 06:04 – Investment trends in creator marketing
• 08:15 – Strategic placement of creator deals
• 10:36 – Successful CityMD TikTok campaign
• 16:04 – Balancing automation and human touch
• 17:17 – Measuring success beyond EMV
• 19:37 – Building sustainable creator relationships