Creator marketing budgets are up 171% year-over-year — but brands are still leaving money on the table. CreativeX research found that 28% of creator ad spend on Meta was effectively wasted in 2025 when branding missed the first three seconds. The infrastructure problem is getting solved. The question is: are creators keeping up?

Nestlé’s Daniele Tundo and CreativeX CEO and Founder Anastasia Leng join CreatorIQ Chief Customer Officer Jen Cho for an honest conversation about what it takes to build a long-term relationship with a global enterprise brand — from how Nestlé finds, vets, and briefs creators, to the creative standards and brand suitability requirements that separate a one-off post from a recurring partnership. Plus: what creators can do right now to speak the language of media effectiveness, and why that’s increasingly the difference between getting the brief and getting passed over. For creators looking to win bigger brand partnerships, and for marketers trying to scale what works.