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What makes a branded creator partnership actually resonate online? Patrick Benson, Social & Influencer Lead at P.F. Chang’s, joins Creator Economy Live to break down the thinking behind one of the brand’s recent standout TikTok collaborations. The conversation covers creator trust, trend-driven content, campaign planning, and the evolving role of influencer marketing inside major brands. Keith and Brendan also dive into the latest creator economy news — from Vine’s unexpected comeback to the explosion of full-time creators in the U.S.

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This week Keith and Brendan sit down with Dari Cohen, VP of Global Philanthropy at RevitaLash Cosmetics — a brand that has quietly donated $10 million to breast cancer research, stayed fiercely independent in a category where everything gets bought up, and built a creator strategy rooted in something most brands skip entirely: genuine purpose. Plus the week's news, including a $44 billion creator spend projection, YouTube quietly letting users kill Shorts, and two creators who built an Olive Garden compass and somehow got both a viral moment and a cease and desist out of it.

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B2B influencer marketing is entering a new era—and Fiona Turko is right at the center of it. Now leading Creator Partnerships at Gamma after her standout work at Zapier, Fiona joins us to break down how B2B is borrowing from the B2C playbook, why now is the inflection point, and what brands are getting right (and wrong).

We also dig into Zapier’s Outpost event, what she’s building at Gamma, and the creators and companies pushing the space forward. Plus, we cover the latest headlines—from platform accountability and AI creator tools to major brand launches and shifting monetisation strategies.

If you’re thinking about the future of influencer marketing beyond B2C, this one’s worth your time.