In episode four of Influencing Outcomes, Nathan Powell is joined by guest co-host Eliza Lewis for a conversation that reflects one of the clearest signals of where creator marketing is heading: the rise of structured and commercially rigorous creator pitches.
They’re joined by Lydia Feely, General Manager at TrinityP3, one of APAC’s leading marketing management consultancies and a trusted partner to major brands navigating transformation. Lydia brings a rare dual perspective with deep client side experience across major organisations and front line visibility into how pitches, procurement and partner selection are evolving as creator investment grows.
Together they explore why creator specific RFPs are accelerating, what marketers are really looking for in today’s pitch rooms, and where the biggest capability gaps are emerging as creator budgets expand. Lydia shares sharp insight into what separates mature creator partners from those still operating in the experimental phase, the commercial pressures reshaping operating models, and how technology, pricing transparency and governance are becoming essential in the next phase of growth.
In this week’s TLDR, Nathan and Eliza unpack three major stories: the push for transparency in creator fees as spend increases, TikTok giving users control over how much AI content appears in their feeds, and what the TikTok Awards revealed about the cultural divide between traditional media and creator culture, along with creator reactions to Australia’s upcoming under sixteen social media ban.
This episode is designed for marketers, agencies and creators navigating higher expectations, tighter commercial models and the increasing need for clarity, capability and performance within a more sophisticated creator economy.
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