Emmy Liederman
Editorial Lead

Emmy Liederman is the editorial lead at #paid, where she oversees its creator economy outlet Banknotes. She was previously a reporter at Adweek, where she covered the impact of creator culture and brand partnerships on the advertising landscape.

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How Lime is leaning on creators to stand out on the bike rack
How the brand is approach consumer loyalty on an international stage
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Doritos invites creators to turn their opinions into Super Bowl spots
The brand is adapting its legacy of fan-made commercials for a new generation
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How Liquid I.V. positions dehydration as a universal buzzkill
Senior brand director Brittany Shaw breaks down her 360 strategy, from creator partnerships to experiential marketing
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How Ray-Ban Meta Smart Glasses are putting creators in focus
The brand's "Live All In" campaign offers a range of virtual reality use cases, from the highly practical to the technical
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How Notion recruits creators to glamorize productivity
The brand is building community by pairing software tools with true stories
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How TelevisaUnivision marries legacy media and modern-day influence
From awards shows to activations, the media company is spotlighting creators and driving results
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How Tend uses influencers to romanticize trips to the dentist
The healthcare startup wants to rebrand an often dreaded experience
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How top sports networks are embracing the creator economy
This creator program allows talent to post content without the fear of copyright infringement
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Uber's target audience is everyone — here's how the brand breaks it down
Global social lead N’Yaisha Aziz chooses tailored content over a blanket approach
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This nonprofit taps creators to tackle bias and grief—and pairs personal stories with facts
Founded by the former COO of Facebook, the foundation is using social platforms to give doomscrolling some direction
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More men want to wear makeup, but brands aren't keeping up
Creators like Zak Heath are introducing new narratives for men in beauty
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In a digital world, Polaroid leans on creators to prove its purpose
Relating instant film to real life, the brand celebrates the unpredictable
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From screaming fans to corporate slang, here’s how VidCon captures the creator economy
This year’s programming covered YouTuber meet-and-greets, tips for aspiring creators and best practices in influencer marketing
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Creator Mya Pol on what real accessibility looks like
As Pol talks disability inclusion on TikTok, brands like Hilton are backing her work
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Filling in for product wait time, here's how this gaming brand maintains fan engagement
EA’s skateboarding game partners with Tim Robinson and creators to build release momentum
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Keith Lee makes restaurants go viral—now Microsoft is helping him address what comes next
The partnership highlights the less glamorous side of a business boom
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How can creators leverage content freedom?
After investing in educational content, TikTok’s “friendship expert” approaches brands with creative control
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"What prompted you?" campaign shows power of AI when presented with true stories
Creative Theory Agency urges AI stakeholders to center the work around lived experiences
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Can chain restaurants serve small town charm?
Investing in local creators and live events, Cheesecake Factory’s North Italia looks to nurture community ties
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When did school and social media become so compatible?
By combining academia and entertainment, education marketers are breaking through new territory
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From turn up to calm down: Lil Jon’s foray into mindfulness
The newfound meditation coach joins forces with Clorox brand Natural Vitality
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When TikTok decides your product is a dupe
As discovering dupes becomes a point of pride, here’s how marketers are chiming in
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Why Nikon asked creators to spend eight days on self-reflection
The brand is promoting its Z8 camera by requesting personal narratives
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“Creator-first” is an industry buzzword, but creators are still chasing down payments
Creators and advocates take to social platforms to share their frustrations
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How can brands prove they actually care about social causes?
Misfits Market’s latest partner is a viral Instagram page rooted in activism
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Consumers are afraid of getting older—can marketers shift the narrative?
As younger audiences eye anti-aging products, creators and brands are trying a different approach
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Does AI threaten creator marketing, or does it make the work more meaningful?
Marketers consider the impact of emerging tech on both creative output and staff fulfilment
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How women in the Olympics are building second careers as influencers
Athletes look to diversify their digital presence while upholding fanbase engagement
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Why Urban Outfitters is giving Philadelphia creators an international stage
The global brand is building its local presence to build distinction and loyalty
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Creators are good at selling stuff, but can they drive big-budget bookings?
Why the company behind Hard Rock and Nobu Hotels still swears by the gifting model
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When do creators and brands need private social channels?
As social platforms test new features, users consider their impact on accessibility and reach
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“Creator Tea Talk” reimagines a more inclusive industry
Panelists stress that while Black creators drive online culture, they fall behind in opportunity
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Super Bowl ads sell reach, but creator marketing masters closeness
Industry execs talk creator partnerships as the key to invested audiences
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Creators are making wellness conversations cool
While social platforms drive instant gratification, they’ve also peaked Gen Z's interest in longterm results.
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Brands are pulling creators out of their content cubicles
As consumers rethink their consumption habits, marketers are giving talent the spotlight in new spaces.
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This yearbook spotlights the social-first brands of 2023
The report outlines how names like CapCut, Takis and TikTok Shop have won over Gen Z
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Can influencer marketing unplug the iPhone monopoly?
How competitors are recruiting creators to burst Apple’s blue bubble
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