Ask the Marketer Q&A: Are Creators the New Brands? with Hannah Campbell

The creator economy used to feel like a “channel”

Now it’s starting to feel like the whole thing.

Creators are building audiences that trust them more than brands. They’re launching products, setting trends, shaping culture, and (in a lot of categories) driving more demand than the companies paying for the campaigns.

So… are creators the new brands? And if they are, what does that mean for marketers who are still treating influencer as a bolt-on tactic?

In this Ask the Marketer Q&A, we’re joined by Hannah Campbell, Founder & Managing Director of One Twelve Agency.

Meet the host:

Hannah Campbell is the Founder and Managing Director of One Twelve Agency, a culture-led influencer marketing agency built on the belief that authentic representation should be integral to campaigns, not an afterthought. After seeing cultural nuance repeatedly overlooked in the industry, Hannah set out to build an agency that puts insight, inclusivity and integrity at the heart of brand storytelling. Since launching in March 2022, One Twelve Agency has quickly established itself as a trusted partner for brands seeking culturally relevant, meaningful influence. Hannah’s leadership and impact have been recognised across the industry, with her being named one of Management Today’s 35 Women Under 35 in 2023, and later listed among Girls in Marketing’s Top Marketers to Follow in 2026.

We’ll cover:

• What it really means when creators have more trust than brands

• How influencer marketing is shifting from “campaigns” to long-term brand building

• Where brands go wrong with cultural relevance — and how to do it with integrity

• Whether creators are replacing brands… or reshaping what a brand even is

  
  

Expect a honest conversation, plenty of nuance, and practical takeaways you can actually use — whether you’re running influencer campaigns, building a brand, or trying to figure out where the industry is heading next.

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