The media landscape has fundamentally changed — and brands that haven't caught up are falling…
The media landscape has fundamentally changed — and brands that haven't caught up are falling behind. In this clip from Genuin Connections, Sean Atkins, CEO of Dhar Mann Studios, breaks down the structural reason brands need creators now: attention is completely fragmented. There are no longer 3 broadcast networks and 12 magazines to anchor a media buy. Creators are the ones who grew up on the platforms where audiences actually live — making them the most direct path to real customer connection at scale. If you're still asking why creators matter, this is your answer.
By Genuin
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Posted in Genuin Connections. Dive deeper into ideas from guests on the Genuin Connections Podcast, some of the brightest and most accomplished leaders in our space. From marketing to product to tech: lessons, bold opinions & strategies and more. Share takeaways, challenge assumptions, and apply insights to your own journey.
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