Creator marketing works best when creators are treated as strategic partners—not distribution channels.In this episode of This Could Work, Saylor CEO Will Trowbridge sits down with Nneka Enurah Lee, Saylor’s Director of Creator Partnerships, for a no-filter conversation on where creator marketing still gets it wrong (and what brands need to do differently).From one-off campaigns and overly prescriptive briefs to the overreliance on paid media, Will and Nneka unpack why outdated approaches are holding brands back in a social landscape built on trust, relevance, and entertainment.They cover:Why creators should have a seat at the table earlier—and why their audience expertise cannot be replicated in a brand briefThe difference between using creators as distribution and building true creator partnershipsWhy “creator content + paid media” is not a substitute for a smart creator strategyHow parasocial relationships shape audience behavior, trust, and spendingWhat Michael Cera x CeraVe got so right with its Super Bowl campaignHow Erewhon activated 35 creators and drove a reported 900% lift in salesShay Mitchell’s evolution from actor to creator-founder—and how that platform helped build BEISWhat’s next for creator marketing, and what brands still need to unlearnHow FLEET, Saylor’s new creator partnerships studio, is building more thoughtful, effective creator programsIf you’re a brand leader, marketer, agency partner, or creator looking to build partnerships with more cultural relevance, audience trust, and business impact, this episode is for you.Subscribe for more conversations on the creative risks shaping the future of brands—and reach out to Saylor to learn more about FLEET and our creator partnership capabilities.#CreatorMarketing #InfluencerMarketing #CreatorPartnerships #BrandStrategy #SocialStrategy #ThisCouldWork #FLEETAbout Nneka Enurah Lee:Nneka Enurah Lee leads FLEET, Saylor’s dedicated creator and brand partnerships studio. An industry veteran, Lee has built a career in creator-led content, brand partnerships, and revenue-generating programs across entertainment, media, and technology. Previous roles include Amazon Advertising, Reese Witherspoon’s Hello Sunshine, Mass Appeal, and React Media. Lee also advises entrepreneurs through the Tory Burch Foundation, and is a member of the Black@ADCOLOR Leadership Committee.About This Could Work: This Could Work, a Webby-award winning podcast hosted by Saylor CEO Will Trowbridge, celebrates creative risk-taking and the people reshaping the future of brands. Follow Saylor: Website: www.sayloragency.comInstagram: @SaylorAgencyLinkedIn: https://www.linkedin.com/company/saylor-agency/
Creator marketing stole the show at Cannes Lions—and Tubi’s SVP of B2B Marketing Cynthia Clevenger is here to explain why.In this special-edition micro-episode from the 2026 Cannes Lions International Festival of Creativity, host Will Trowbridge sits down with Cynthia at the Tubi Cabana to unpack the biggest stories, creative risks, and culture-shaping campaigns marketers need to be paying attention to right now.They cover:Why creator marketing is the number one story coming out of Cannes Lions—and what every marketer needs to understand about creator-brand relationshipsHow creators are giving brands unprecedented speed to market, helping them move quickly, remove red tape, and create content in the momentThe Levi’s FIFA World Cup campaign and how it’s influencing culture, not just delivering impressionsThe bold B2B campaign “More Performance, Less Anxiety” and how Tubi is making performance marketing feel human, cheeky, and on-brandIf you’re a B2B marketer, brand leader, media strategist, or creator looking to:Build faster, more trusting creator partnershipsConnect performance marketing to real human behaviorTake smarter, bolder creative risks in 2026…this micro-episode is a must-watch.About Cynthia Clevenger:Cynthia Clevenger, SVP B2B Marketing at Tubi, is a B2B Marketing veteran with nearly two decades of experience working on both the agency and publisher sides of the industry. She has extensive knowledge in advanced measurement, programmatic and streaming. Clevenger currently leads all B2B Marketing efforts at Tubi, including go-to-market strategy, ad product marketing, sales enablement, branded entertainment, events and industry partnerships. During her time at Tubi, Cynthia has helped develop award-winning marketing campaigns resulting in 5x Cannes Lion awards, the prestigious Super Clio award and 5 Effies.About This Could Work: This Could Work, a Webby-award winning podcast hosted by Saylor CEO Will Trowbridge, celebrates creative risk-taking and the people reshaping the future of brands. Follow Saylor: Website: www.sayloragency.comInstagram: @SaylorAgencyLinkedIn: https://www.linkedin.com/company/saylor-agency/
Nic Hill has spent the last decade helping brands evolve from traditional spots to immersive, interactive experiences. As co-founder and Chief Innovation Officer at Sawhorse, he’s worked with Walmart, Alo, and other major brands to build worlds on platforms like Roblox and Fortnite that audiences actually choose to spend time in.In this episode, Nic joins host Will Trowbridge to unpack how Sawhorse went from a scrappy production company to a leader in interactive marketing, why Gen Z audiences are forcing brands to rethink everything, and what it really takes to create branded experiences that feel like entertainment instead of ads. They get into the risks of going all‑in on a creative company, what metrics actually matter in immersive environments, and how AI fits into the future of production without replacing human storytelling.In this episode, we cover:00:00 – Introduction & welcome02:02 – From filmmaker to co‑founder and the pivot into interactive04:20 – Early days of Sawhorse and landing bigger brand work05:22 – The “this could work” moment and going all‑in on the company09:12 – Why nothing can fully prepare you for entrepreneurship09:49 – How Sawhorse became a leader in interactive marketing and gaming11:00 – Why traditional entertainment marketing is being disrupted13:00 – What immersive marketing really is (and why Nic hates most ads)15:21 – Inside Walmart’s Roblox world and multi‑platform campaign strategy17:34 – Being both innovation partner and ROI‑driven marketer for brands18:43 – Defining success: KPIs, flywheels, and always‑on campaigns24:30 – What Gen Z actually wants and how UGC communities “vote” on content26:15 – Busting the “gamer = teenage boy in a basement” stereotype26:28 – Gaming as mainstream behavior across every demographic27:02 – How Sawhorse is thinking about AI in production29:58 – Looking ahead: the future of immersive marketing and Sawhorse’s next chapterAbout Nic Hill:Nic Hill is the co-founder and Chief Innovation Officer at creative agency Sawhorse, where he leads award-winning branded content, gaming, and immersive marketing work for some of the world’s biggest brands. He’s also the co-host of Brands In Play, an immersive marketing podcast exploring how culture, technology, and play are reshaping the future of advertising. On the show, Nic interviews leaders from brands, platforms, and agencies about what’s next for consumer engagement. He’s passionate about the evolving marketing landscape and the role emerging technologies play in how audiences connect with brands. About This Could Work: This Could Work, a Webby-award winning podcast hosted by Saylor CEO Will Trowbridge, celebrates creative risk-taking and the people reshaping the future of brands. Follow Saylor: Website: www.sayloragency.comInstagram: @SaylorAgencyLinkedIn: https://www.linkedin.com/company/saylor-agency/
Abby Ho has built her career at the intersection of fandom, social, and storytelling. As VP of Digital & Social at Disney Branded Television, she leads campaigns that help fans discover, connect with, and stay engaged with some of the most beloved franchises in the world, including Percy Jackson, Bluey, and Mickey Mouse Clubhouse.In this episode, Abby joins Will Trowbridge to share how she went from HR to shaping digital strategy for major entertainment brands. They discuss the creative differences between Disney and Netflix, why the best campaigns are built around human behavior, how Percy Jackson became a global social and out-of-home moment, and why she launched her “Fellow Kids” newsletter to translate youth culture to the masses.In this episode, we cover:00:00 – Introduction & welcome02:22 – Abby’s path from HR into entertainment and social05:00 – Cold-calling her way into Degrassi and early digital fandom building06:47 – Launching creator and content programs at CBC and Wattpad08:57 – What Disney and Netflix taught Abby about creative culture11:44 – How ideas move from concept to campaign at Disney13:38 – The Percy Jackson billboard and the power of a big swing15:20 – Building a global campaign across out-of-home and social16:59 – The High School Musical TikTok stunt and reintroducing beloved IP21:07 – Why all great marketing starts with human storytelling25:00 – Fellow Kids and translating Gen Alpha and Gen Z culture27:24 – What’s next, including Hannah Montana’s 20th anniversaryAbout Abby Ho:Abby Ho is the VP of Digital & Social at Disney Branded Television, where she leads fan engagement strategy across franchises including Percy Jackson, Bluey, and Mickey Mouse Clubhouse. She has held senior roles at Netflix, Wattpad, and CBC, building a career around fandom, audience development, and culturally resonant storytelling. She is also the author of Fellow Kids, a newsletter focused on decoding Gen Alpha and Gen Z culture for marketers and brands.About This Could Work: This Could Work, a Webby-award winning podcast hosted by Saylor CEO Will Trowbridge, celebrates creative risk-taking and the people reshaping the future of brands. Follow Saylor: Website: www.sayloragency.comInstagram: @SaylorAgencyLinkedIn: https://www.linkedin.com/company/saylor-agency/
Nick Borenstein has dedicated his career to celebrating the best of the internet. As the General Manager of The Webby Awards, he oversees the most prestigious and competitive awards for digital creativity, honoring everyone from independent creators to global brands.In this episode, Nick joins Will Trowbridge to discuss what it actually takes to win a Webby and how the internet's creative bar is shifting. They dive deep into his own experience winning for the hit podcast Missing Richard Simmons, the messy but authentic state of human creativity in 2026, the rise of unhinged brand campaigns like Nutter Butter, and how AI is acting as a tool rather than a crutch in the landscape of digital art.In this episode, we cover: 00:00 – Introduction & Welcome02:22 – Nick's journey to winning a Webby for Missing Richard Simmons 05:43 – Will’s experience winning for Netflix’s Dressing Funny 06:47 – What it takes to win a Webby (and why it doesn't cost $30 million) 09:00 – The Webby Awards judging process 09:38 – How AI is shaping the 2026 Webby Awards and creative workflows 12:17 – The state of creativity in 2026: Is the bar getting lower? 16:08 – Unhinged marketing and the demand for authentic content 17:50 – Why creators are the last bastion of trust on the internet 25:20 – Top tips for submitting and winning a Webby AwardAbout Nick Borenstein:Nick Borenstein is an award-winning producer, filmmaker, and content executive who currently serves as the General Manager of The Webby Awards. In this role, he leads strategic development, partnerships, and industry relations to champion creative excellence and innovation across the internet. Before taking the helm at the Webbys, his diverse background spanning film, television, and audio yielded notable credits such as the Emmy-nominated series AKA Wyatt Cenac and the Webby-winning podcast Missing Richard Simmons.About This Could Work: This Could Work, hosted by Saylor CEO Will Trowbridge, celebrates creative risk-taking and the people reshaping the future of brands.Follow Saylor: Website: www.sayloragency.comInstagram: @SaylorAgencyLinkedIn: https://www.linkedin.com/company/saylor-agency/