Last month, Dentsu X published its Creator Catalyst report in partnership with Meta. Drawing on industry insights and real-world experience, the report examines how creator marketing has evolved and what brands must do to unlock long-term value from the channel.

In this episode of the MediaCat podcast, brought to you in partnership with Dentsu X, we chat to the agency's global head of strategy, Jimmy Diamond, about how brands should think about casting, culture and commerce when working with creators.