In this episode, I sit down with Mathias "Mat" Richter, to talk about creator advertising, and how not to do it. From a new content lazyness, brands' fear of social media in general and creator marketing in particular, to KPIs, measuring metrics, why creator marketing is a branding and not a performance tool, and some useful tips how to start creator marketing right.

About the guest:

Mat is a digital native who has supported brands, agencies, and media houses in their market-strategic alignment and implementation for over a decade, specialized in sales structures, content strategies, and executing creative solutions. After holding positions at companies such as Twitter, Studio71, and Axel Springer, he co-founded the Anti Boring Content Club in 2022, a content marketing agency enabling brands and agencies to collaborate with top-tier creators, for content experiences with genuine value.

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About the host:

As an Executive Producer, account lead, agency and in-house producer, Norbert worked on all sides of the advertising film industry for more than 25 years. Today he focusses on what lies ahead: new expectations from younger audiences, gaming platforms and technologies like XR and artificial intelligence that are transforming content, campaigns and business models.

Norbert works as a producer and consultant.

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The Commercial Content Campus