Marketing strategies today are constantly being redefined by the rise of new trends and platforms. Brands are now looking for ways to authentically engage with younger audiences, and one standout approach is allowing Gen Z employees to write the marketing scripts – for real. This shift taps into the unique voice and style of Gen Z, leveraging humour, relatability, and pop culture to resonate more deeply with their peers.

Today, we speak with Lina Esa, the Co-Founder and Chief Marketing Officer of Cult Creative, to explore the impact, challenges, and future of this approach. As Chief Marketing Officer and Co-Founder of a platform where brands and creators can connect and collaborate in the creator economy space, Lina sheds light on the deeper implications of this trend, and if it is sustainable.

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