Explore every episode of the podcast Influencing Outcomes

In episode nine of Influencing Outcomes, Nathan Powell is joined by co-hosts Eliza Lewis and Ben Gunn for a conversation that explores the strategic tensions shaping creator marketing today, from global brand investment decisions to the expanding role of AI in scaling creator ecosystems. The episode also features a special guest interview with Pru Corrigan, founder of One Daydream and one of the most respected leaders in creator talent management. This week’s discussion begins with a debate that has sparked strong opinions across the marketing industry. After Unilever announced a major shift toward a “social first demand model,” moving roughly half of its media investment into creators and influencers, marketing commentator Mark Ritson publicly challenged the strategy. The team unpack what sits beneath the headline, exploring whether the real question is not social versus traditional media, but how creators can be engineered into large scale reach strategies that still drive brand penetration. They also reflect on the AiMCO Summit in Sydney, where more than 800 creators, marketers and agencies gathered to discuss the future of the industry. Nathan shares insights from Fabulate’s presentation on the “Dead Creator Theory,” which examines the risks of leaning too heavily on generative AI in creator marketing. Drawing parallels with the “Dead Internet Theory,” the conversation explores what happens when content becomes infinitely scalable, and why trust, authenticity and human creativity may become the most valuable assets in an AI saturated media environment. In the second half of the episode, the conversation shifts to a feature interview with Pru Corrigan. With more than two decades of experience shaping talent and culture, Pru shares her perspective on the evolution of the creator economy and the realities of building founder led talent businesses. From co founding Two Birds Talking to building One Daydream into one of Australia’s leading creator talent agencies, she reflects on the strategic decisions, pivots and instincts required to navigate an industry that continues to evolve at speed. The discussion covers how talent agencies identify creators who are commercially ready, how the definition of success has shifted for creators and brands, and why mentorship and long term career thinking are becoming increasingly important as the creator economy matures. In this week’s TLDR, the team unpack Mark Ritson’s criticism of Unilever’s creator strategy, insights from the AiMCO Summit and the implications of the “Dead Creator Theory,” and the launch of a new AI driven talent agency attempting to scale creator ecosystems through automation. This episode is designed for marketers, agencies and creators who are trying to understand how creator marketing is evolving as a strategic growth channel, and how technology, talent and authenticity will shape the next phase of the creator economy. Follow, Subscribe and Stay Connected.Enjoyed the episode? Follow Influencing Outcomes on your favourite podcast platform so you never miss an update. Follow Fabulate on socials: LinkedIn | Instagram| TikTok | Youtube Visit our website: www.fabulate.co Timecodes (08:53) AMCO Summit in Sydney – industry trends and “Dead Creator Theory” discussion on AI and authenticity (10:25) The rise of AI-generated content and concerns about the future of authentic creator marketing (15:09) New AI-powered creator agency “Devotion” and the debate about scaling influencer marketing with algorithms (17:49) Interview begins with Pru Corrigan – building One Daydream and the evolution of talent agencies (24:38) Why Pru pivoted from PR to talent management and the rise of the creator economy (33:23) What brands and agencies look for in creators: engagement, consistency and commercial readiness (42:42) The power of long-term brand partnerships and storytelling in creator marketing

In episode eight of Influencing Outcomes, Nathan Powell is joined by co hosts Eliza Lewis and Ben Gunn for a conversation that connects platform earnings, creator monetisation and the role of AI infrastructure in shaping what comes next. They are also joined by Fabulate co founder and CTO Sachin Singh for a deep dive into how technology is quietly redefining the operating system of creator marketing. This week’s discussion begins with Q4 earnings from Snap and Alphabet, where one signal stands out: short form, long form and connected TV are no longer behaving like separate products. With YouTube Shorts now driving more than 200 billion daily views and generating higher revenue per watch hour than long form in the US, the team unpack what this convergence means for creators, brands and media investment strategies in 2026. They also explore the rapid expansion of live commerce in China, where creators are generating billions in transactions in a single stream, and examine how TikTok’s logistics mandates in the US suggest commerce is becoming a default behaviour rather than an optional feature. If creator marketing has historically been built on reach, what happens when transactions become the primary monetisation path? In the second half of the episode, Sachin shares the technical philosophy behind building Fabulate as modular, integration led infrastructure rather than another dashboard tool. The conversation moves beyond AI hype to practical application, including brand safety at scale, content compliance, translation and dubbing, and the recent integration of TikTok Symphony directly into the Fabulate workflow. Together, they discuss how AI should compound creator effort, not replace it, and why platforms must influence what happens next rather than simply report on what has already happened. In this week’s TLDR, the team unpack Snap and Alphabet’s earnings results, Fabulate’s integration of TikTok Symphony, and the structural shifts in global live commerce that could reshape the competitive landscape between TikTok and Amazon. This episode is designed for marketers, agencies and creators who are thinking about infrastructure, scale and the future of monetisation in the creator economy, and who want to understand where technology meaningfully fits into that equation. Timecodes (01:13) – Platform trends: Snap & Alphabet results, short- vs long-form, and shifting video consumption (05:00) – TikTok Symphony AI and how generative tools scale creator output without replacing creators (10:00) – Creator monetization future: live commerce, China vs West, and TikTok’s commerce evolution (15:00) – Interview: tackling fragmentation in influencer marketing and the value of unified platforms (30:48) – Closing: AI mindset, experimentation, and why this is the “worst AI will ever be” Follow, Subscribe and Stay Connected. Enjoyed the episode? Follow Influencing Outcomes on your favourite podcast platform so you never miss an update. For more insights, industry trends and behind the scenes content: Follow Fabulate on socials: LinkedIn | Instagram| TikTok | Youtube Visit our website: www.fabulate.com.au

In this episode of Influencing Outcomes, Nathan Powell, Ben Gunn and Eliza Lewis explore how creators are reshaping the way live sport is covered, experienced and commercialised, from the Australian Open through to the World Cup and the Super Bowl. They unpack why creators are now being treated more like media partners than guests, how this shift is changing the on ground experience at major events, and what it means for brands looking to show up in sport in more cultural and lifestyle led ways. The conversation looks at how creators are extending the life of live moments well beyond the broadcast, and why this is opening the door for new categories and new audiences. The team also discusses the launch of Fabulate’s Fab 100, a data led list built from close to a million searches, profile views and shortlists, revealing the creators brands consistently returned to in 2025. They break down what stood out, from the rise of mid tier creators to the growing importance of reliability, audience relevance and professionalism over raw scale. Nathan then shares insights from the TikTok Partner Summit in Singapore, including why TikTok search is becoming impossible for brands to ignore, what branded search hubs mean for discovery, and what’s coming next for TikTok Shop and live commerce. This episode is designed for marketers, agencies and creators who want to understand where creator marketing is heading next, and how sport, platforms and data are reshaping the way influence actually works. Follow, Subscribe and Stay Connected. Enjoyed the episode? Follow Influencing Outcomes on your favourite podcast platform so you never miss an update. For more insights, industry trends and behind the scenes content: Follow Fabulate on socials: LinkedIn | Instagram| TikTok | Youtube Visit our website: www.fabulate.com.au

In this episode of Influencing Outcomes, Nathan Powell, Ben Gunn and Eliza Lewis explore how creator marketing is evolving as expectations around performance and accountability continue to rise. They discuss why the channel is being treated with increasing scrutiny, how perceptions of value are shifting, and what this means for the way brands think about investment, pricing and long term impact. As creator marketing matures, the conversation looks at what needs to change for it to sit alongside other established channels. Nathan also shares his perspective on a wider industry challenge emerging as creator marketing scales, particularly around how insights and learnings are captured and used over time. They touch on the growing role of technology in shaping future decisions, and why having the right foundations in place will matter more as the space continues to develop. The episode wraps with a look at where creator marketing is heading next, and what will separate the brands and teams that are set up to succeed as the industry moves forward. This episode is designed for marketers, agencies and creators who are thinking beyond short term wins and are focused on building creator strategies that deliver clarity, confidence and long term value. Follow, Subscribe and Stay Connected. Enjoyed the episode? Follow Influencing Outcomes on your favourite podcast platform so you never miss an update. For more insights, industry trends and behind the scenes content: Follow Fabulate on socials: LinkedIn | Instagram| TikTok | Youtube Visit our website: www.fabulate.com.au

In episode five of Influencing Outcomes, Nathan Powell is joined once again by guest co-host Eliza Lewis for a wide-ranging conversation that sits at the intersection of culture, commerce and creator performance. They’re joined by Amanda Bosch, Social Performance & Creator Marketing Lead at Foxtel Group, where she works across BINGE, Kayo Sports and Foxtel to drive measurable outcomes through social and creator-led strategies. With more than two decades of experience across digital, content and performance marketing, Amanda brings a rare full-funnel perspective on how creators can influence awareness, education and subscriber growth at scale. Together, they explore how creator marketing has evolved beyond a brand awareness channel, why creators are increasingly being treated as long-term assets rather than one-off campaign tactics, and how data, speed and platform fluency are reshaping how large organisations work with creators. Amanda shares insight into what drives performance gaps between creator content and brand ads, how Foxtel Group thinks about amortising creator investment, and what still holds brands back from increasing spend in the space. In this week’s TLDR, Nathan and Eliza unpack three major stories shaping the creator economy: Reddit’s legal challenge to Australia’s under sixteen social media ban, TikTok Shop’s explosive Black Friday performance across the US and UK, and the growing trust gap between audiences and AI-generated content as platforms introduce new controls and disclosure requirements. This episode is designed for marketers, agencies and creators who are thinking beyond reach and engagement, and are focused on building creator strategies that deliver clarity, performance and real commercial impact across the full funnel. Follow, Subscribe and Stay Connected. Enjoyed the episode? Follow Influencing Outcomes on your favourite podcast platform so you never miss an update. For more insights, industry trends and behind the scenes content: Follow Fabulate on socials: LinkedIn | Instagram| TikTok | Youtube Visit our website: www.fabulate.com.au

In episode four of Influencing Outcomes, Nathan Powell is joined by guest co-host Eliza Lewis for a conversation that reflects one of the clearest signals of where creator marketing is heading: the rise of structured and commercially rigorous creator pitches. They’re joined by Lydia Feely, General Manager at TrinityP3, one of APAC’s leading marketing management consultancies and a trusted partner to major brands navigating transformation. Lydia brings a rare dual perspective with deep client side experience across major organisations and front line visibility into how pitches, procurement and partner selection are evolving as creator investment grows. Together they explore why creator specific RFPs are accelerating, what marketers are really looking for in today’s pitch rooms, and where the biggest capability gaps are emerging as creator budgets expand. Lydia shares sharp insight into what separates mature creator partners from those still operating in the experimental phase, the commercial pressures reshaping operating models, and how technology, pricing transparency and governance are becoming essential in the next phase of growth. In this week’s TLDR, Nathan and Eliza unpack three major stories: the push for transparency in creator fees as spend increases, TikTok giving users control over how much AI content appears in their feeds, and what the TikTok Awards revealed about the cultural divide between traditional media and creator culture, along with creator reactions to Australia’s upcoming under sixteen social media ban. This episode is designed for marketers, agencies and creators navigating higher expectations, tighter commercial models and the increasing need for clarity, capability and performance within a more sophisticated creator economy. Follow, Subscribe and Stay Connected. Enjoyed the episode? Follow Influencing Outcomes on your favourite podcast platform so you never miss an update. For more insights, industry trends and behind the scenes content: Follow Fabulate on socials: LinkedIn | Instagram | TikTok | YouTube Visit our website: www.fabulate.com.au

In our third episode of Influencing Outcomes, Nathan Powell and Ben Gunn sit down with Genevieve Day, Founder and CEO of Day MGMT, one of Australia’s leading digital talent agencies. Nearly a decade into running Day MGMT, Genevieve has shaped the careers of top creators and helped define what professionalism looks like in a maturing creator economy. Together, they unpack how creators are evolving into fully fledged businesses, how agencies add value in a more competitive market, and what longevity really requires in 2025 and beyond. In this week’s TL;DR, Nathan and Ben break down three major shifts transforming the industry right now: the surge in investment and consolidation across influencer marketing, Visa’s latest data showing the financial identity crisis hitting creators as brands move to longer payment terms, and the rise of creators launching their own agencies and reshaping the traditional creative power dynamic. This episode offers sharp, practical insight for brand marketers, creators, agencies and talent managers navigating higher expectations, tighter commercial models and the next wave of creator growth while staying connected to what drives this industry forward: creativity, consistency and community at scale. Follow, Subscribe and Stay Connected. Enjoyed the episode? Follow Influencing Outcomes on your favourite podcast platform so you never miss an update. For more insights, industry trends and behind the scenes content: Follow Fabulate on socials: LinkedIn | Instagram| TikTok | Youtube Visit our website: www.fabulate.com.au

In our second episode of Influencing Outcomes, Nathan Powell and Ben Gunn sit down with Patrick Whitnall, Managing Director of the Australian Influencer Marketing Council (AIMCO). With more than 25 years’ experience across agencies, brands and now the industry peak body, Patrick brings a rare, 360 view of creator marketing. Together, they talk about what “growing up” as an industry really looks like, from governance, payments and tax to mental health, IP protection, and why creators are fast becoming media publishers in their own right. In this week’s TL;DR, Nathan and Ben unpack three of the biggest stories shaping the creator landscape right now: Australia’s upcoming social media ban for under sixteens and what “reasonable steps” might actually look like for platforms; the Empire Family’s decision to move overseas so their 14 year old creator can keep building her channels; and new Bloomberg data showing that while marketing roles are down overall, creator focused jobs are one of the strongest growth areas. This episode is packed with practical insight for brand marketers, creators, agencies and talent managers who want to navigate regulation, prove the value of creator marketing and still protect what makes this space work so well: trust, creativity and community. Follow, Subscribe and Stay Connected. Enjoyed the episode? Follow Influencing Outcomes on your favourite podcast platform so you never miss an update. For more insights, industry trends and behind the scenes content: Follow Fabulate on socials: LinkedIn | Instagram| TikTok | Youtube Visit our website: www.fabulate.com.au

In our first episode of Influencing Outcomes, Nathan Powell and Ben Gunn sit down with independent brand strategist Eugene Healy, whose work spans global brands like L’Oréal, Spotify, Google and Red Bull, as well as his own audience of more than 425,000 followers across Instagram, TikTok and LinkedIn. Together, they explore how culture, creativity and data collide in influencer marketing, from what it really means to influence culture to how creators can balance consistency with burnout. In this week’s TL;DR, Nathan and Ben unpack three of the biggest stories shaping the creator economy right now, including TikTok’s latest ownership news, OpenAI’s new AI video platform Sora, and the rise of TikTok as a news source for younger audiences. This episode is filled with insights for brand marketers, creators and agencies who want to understand not just where influencer marketing is headed, but how to make it work better. Follow, Subscribe and Stay Connected. Enjoyed the episode? Follow Influencing Outcomes on your favourite podcast platform so you never miss an update. For more insights, industry trends and behind-the-scenes content: Follow Fabulate on socials: LinkedIn | Instagram| TikTok | Youtube Visit our website: www.fabulate.com.au