The biggest lie brands tell themselves? 👀 That they know better than the creator. In fact, we found only 10% of creators feel they have true creative control in brand partnerships. 🫣 We asked our execs to weigh in: the brands seeing real ROI are the ones who hire creators for their expertise, then actually let them use it. Creators know their audience, and they know what performs. When you give them the creative freedom to do their thing, that’s when the results show up. #LaterAtSXSW