What does it take to lead one of the most prestigious award brands in the creative world? For CEO Nicole Purcell, it's based on humility and hospitality. Purcell joined Prometheus Global Media 15 years ago to lead the annual event and has since transformed the Clios into a multi-industry powerhouse spanning sports, music, health and entertainment along with creating rich content that highlights today's creatives.

In this episode, Purcell discusses her "hospitality first" leadership style — inspired by Danny Meyer’s Setting the Table — and why she believes every CEO must be a creative at heart. She also gives us an exclusive look at the upcoming Clio Creators Awards, the brand's new venture into the influencer space, and explains why, in an AI-driven world, physical experiences and human connection are more valuable than ever.

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We often talk about creators as artists or entertainers, but the reality in 2026 is much simpler: Creators are small business owners.

In this episode, Tim Sovay, chief partnerships officer at global influencer marketing platform CreatorIQ, breaks down the monumental shift from simple influencer posts to complex creator commerce. The conversation explores why micro-influencers are seeing a resurgence in a world craving authenticity, and why legacy brands such as Gap are finding new life through creator partnerships. Brands face an equally significant challenge: shifting their focus away from “celebrity” influencers and instead identifying the micro-communities that are the true source of strong engagement.

Sovay also dives into the logistical hurdles facing the industry — specifically the “messy middle” of marketing workflows — and how AI is poised to streamline everything from discovery to payments.

The sound bite

"Every brand became an e-commerce brand overnight."

The takeaways

1. Micro-influencers are gaining traction again due to their higher engagement rates.
2. Brands need to integrate creator marketing into their overall strategies.
3. The constant delay of creator payments are impacting creators’ businesses.
4. AI will play a crucial role in streamlining marketing workflows.
5. Brands must focus on building long-term relationships with creators, versus one-off projects.
6. The rise of creator commerce is reshaping marketing strategies.
7. Understanding ROI is essential for both brands and creators.
8. Legacy brands such as Gap are making a comeback in the creator space.

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When it comes to the world of outdoor apparel, the marketing landscape can often feel like a "sea of sameness" — with endless shots of conquering mountain peaks and intense, solitary struggles against the elements. But for Columbia Sportswear, the outdoors isn't just about survival; it's about enduring conditions that'll warm your heart to great experiences while keeping bodies warm (or cool) in the process.

In this episode, Matt Sutton, SVP and Global Head of Marketing at Columbia Sportswear, joins us to dissect the legacy brand's massive relaunch, its first in over ten years. We dive into the company's rich history, rooted in resilience and founded by a family escaping Nazi Germany, and how that grit translates into their modern day movements. Matt explains the strategic pivot to inject humor and irreverence back into their campaigns to cut through the noise, the challenges of maintaining brand identity in a changing climate, and how they are gearing up for the 2026 Winter Olympics with the US curling team.

Get cozy and have a listen.

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Music - Take you Out by Lucid Tides, courtesy of Triple Scoop.

What we know about advertising, you should know about advertising. Start your 1-month FREE trial to Campaign US.

Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.