The news: Against the backdrop of Advertising Week New York—expecting 20,000 in-person attendees this year—its global president Ruth Mortimer sees the creator economy taking center stage.

In a preview EMARKETER interview, Mortimer stressed that creators are no longer just guests on panels or influencers in the crowd. Instead, they are showing up “as media channels in their own right to talk to brands, do deals, [and] meet agencies.”

• This year’s programming reflects that shift with four tracks dedicated to creators, an investment track spotlighting funding opportunities in the sector, and a first-ever creator lounge (in partnership with Meta) for creators to network and host meetings. Specialized creator tickets further signal their importance as a core constituency.
• The clearest example of how central creators have become is the Adobe-backed live pitch competition, where influencers will pitch their work on stage for a chance to secure a minimum $25,000 contract. Mortimer explained that the showcase is meant to be both entertaining and instructive—demonstrating to brands and agencies that creators are building real businesses, not just cultivating online followings.

Creators’ effect on advertising: Mortimer also highlighted how the rise of influencers is causing a broader disruption among agencies, who must differentiate rather than all conform to the traditional holding company mold. She pointed to Publicis’ acquisition of Captiv8 as an example of firms increasingly treating creators as both media channels and creative partners.