Emmy Liederman - BANKNOTES

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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Creator Marketing

How a global bike brand courts Olympians, creators and casual riders

Emmy Liederman

Creator Marketing

How Lime is leaning on creators to stand out on the bike rack

The brand is chasing consumer loyalty on an international stage

Emmy Liederman

Creator Marketing

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

Emmy Liederman

Creator Marketing

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

Emmy Liederman

Creator Marketing

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

Emmy Liederman

Creator Marketing

How Notion recruits creators to glamorize productivity

The brand is building community by pairing software tools with true stories

Emmy Liederman

Creator Marketing

How TelevisaUnivision marries legacy media and modern-day influence

From awards shows to activations, the media company is spotlighting creators and driving results

Emmy Liederman

Creator Marketing

How Tend uses influencers to romanticize trips to the dentist

The healthcare startup wants to rebrand an often dreaded experience

Emmy Liederman

Creator Marketing

How top sports networks are embracing the creator economy

This creator program allows talent to post content without the fear of copyright infringement

Emmy Liederman

Creator Marketing

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

Emmy Liederman

Creator Marketing

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

Emmy Liederman

Creators

More men want to wear makeup, but brands aren't keeping up

Creators like Zak Heath are introducing new narratives for men in beauty

Emmy Liederman

Creator Marketing

In a digital world, Polaroid leans on creators to prove its purpose

Relating instant film to real life, the brand celebrates the unpredictable

Emmy Liederman

Creator Marketing

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

Emmy Liederman

Creators

Creator Mya Pol on what real accessibility looks like

As Pol talks disability inclusion on TikTok, brands like Hilton are backing her work

Emmy Liederman

Creator Marketing

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

Emmy Liederman

Creator Marketing

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

Emmy Liederman

Creators

How can creators leverage content freedom?

After investing in educational content, TikTok’s “friendship expert” approaches brands with creative control

Emmy Liederman

Creator Marketing

"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

Emmy Liederman

Creator Marketing

Can chain restaurants serve small town charm?

Investing in local creators and live events, Cheesecake Factory’s North Italia looks to nurture community ties

Emmy Liederman

Creator Marketing

When did school and social media become so compatible?

By combining academia and entertainment, education marketers are breaking through new territory

Emmy Liederman

Creator Marketing

From turn up to calm down: Lil Jon’s foray into mindfulness

The newfound meditation coach joins forces with Clorox brand Natural Vitality

Emmy Liederman

Creator Marketing

When TikTok decides your product is a dupe

As discovering dupes becomes a point of pride, here’s how marketers are chiming in

Emmy Liederman

Creator Marketing

Why Nikon asked creators to spend eight days on self-reflection

The brand is promoting its Z8 camera by requesting personal narratives

Emmy Liederman

Creators

“Creator-first” is an industry buzzword, but creators are still chasing down payments

Creators and advocates take to social platforms to share their frustrations

Emmy Liederman

Creator Marketing

How can brands prove they actually care about social causes?

Misfits Market’s latest partner is a viral Instagram page rooted in activism

Emmy Liederman

Creator Marketing

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

Emmy Liederman

Creator Marketing

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

Emmy Liederman

Creator Marketing

How women in the Olympics are building second careers as influencers

Athletes look to diversify their digital presence while upholding fanbase engagement

Emmy Liederman

Creator Marketing

Why Urban Outfitters is giving Philadelphia creators an international stage

The global brand is building its local presence to build distinction and loyalty

Emmy Liederman

Creator Marketing

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

Emmy Liederman

Creator Marketing

When do creators and brands need private social channels?

As social platforms test new features, users consider their impact on accessibility and reach

Emmy Liederman

Alexia Mosca

Creators

“Creator Tea Talk” reimagines a more inclusive industry

Panelists stress that while Black creators drive online culture, they fall behind in opportunity

Emmy Liederman

Creator Marketing

Super Bowl ads sell reach, but creator marketing masters closeness

Industry execs talk creator partnerships as the key to invested audiences

Emmy Liederman

Creator Marketing

Creators are making wellness conversations cool

While social platforms drive instant gratification, they’ve also peaked Gen Z's interest in longterm results.

Emmy Liederman

Social Platforms

Brands are pulling creators out of their content cubicles

As consumers rethink their consumption habits, marketers are giving talent the spotlight in new spaces.

Emmy Liederman

Creator Marketing

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

Emmy Liederman

Creator Marketing

Can influencer marketing unplug the iPhone monopoly?

How competitors are recruiting creators to burst Apple’s blue bubble

Emmy Liederman

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