Launching Creator Vetting
Protecting brand trust in the creator economy: A global vetting system that turns creator partnerships into safe, credible brand opportunities.
The Context
Creators are one of the most powerful ways for brands to reach audiences at their most engaged. People trust people because their humanity makes them real, relatable, and loved. But this same humanity also introduces risk: creators have their own opinions, make mistakes, and aren’t always going to act “on brand.”
That’s why we recognised that while creators offer immense opportunity, choosing the right partners and understanding the risks are essential to protecting trust and credibility for both brand and creator.
The Approach
We designed a creator vetting process: a framework of agreed-upon metrics that evaluates potential partners, helps brands anticipate risks, and ensures that collaborations are both credible and aligned.