Brooks Miller helped invent creator marketing at Twitter, then landed at Edelman after Elon's takeover. Now she runs three jobs at once across Edelman and UEG, shaping global creator strategy for one of the most trusted communications firms in the world. Matt Wurst and Valerie Vespa sit down with Brooks for a wide-ranging conversation on trust, humanity, AI, NIL, and what creator marketing actually looks like in 2026.

In this episode:

• The Creator Trust Score: Edelman's proprietary vetting protocol
• Why creators and influencers are not the same thing
• AI in advertising — the unsexy wins and the generative dread
• Inventing creator marketing at Twitter post-Niche acquisition
• Getting laid off by the richest man in the world (three weeks postpartum)
• Running three jobs at once across Edelman and UEG
• NIL, Arch Manning, and localized creator marketing through sports
• Why only 7% of a creator's followers actually see their posts
• "They're not billboards, they're people" — creator burnout and agency responsibility
• Brooks's origin story: Texas, child actor, pageants, 72andSunny
• Why she started posting on TikTok like she means it
• Lightning round: the most overused word in a creator brief, the best brands on TikTok right now, and which pageant skills translate to the C-suite

Chapters:

• The snarkiest thing in Brooks's life right now
• AI in advertising: the unsexy wins
• Creators vs. influencers and the trust hierarchy
• Origin story: Texas, child actor, 72andSunny
• Building creator marketing at Twitter
• Getting laid off by Elon
• Three jobs at Edelman and UEG
• NIL, Arch Manning, and sports marketing
• Creators aren't billboards: the 7% reach problem
• The Creator Trust Score
• Creator burnout & agency responsibility
• Brooks as creator: practicing what she preaches
• Lightning round

Hosted by Matt Wurst and Valerie Vespa. Featuring Brooks Miller, EVP of Creators at Edelman and UEG.

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