This story was originally published on Passionfruit.
We sat down with some leaders on the business side of the creator economy to get their advice for creators looking to develop their careers.
BEN Group brand marketing executives Lindsay Cohen and James Myrick spoke about their work with creators and shared some advice for those looking to work with brands. BEN is an entertainment artificial intelligence (AI) company founded by Bill Gates that specializes in product placement and influencer marketing across social media, film, television, and music. BEN has worked with huge brands like Disney, General Mills, Microsoft, and General Motors.
BEN believes that brands benefit from partnering with creators. It enthusiastically advocates that influencer marketing is an efficient way for a brand to integrate itself into the cultural fabric of an audience.
