Big‑Brand TV Ads Aren’t Dead, They’re Fragmented: Marketers Must Embrace Creator‑Led Micro‑Communities
Unilever’s CEO declared big‑brand advertising dead, sparking a showdown between mass‑reach TV spots and precision targeting via creators. The article shows how audience fragmentation forces brands like SharkNinja to cut agency spend and hand storytelling to micro‑influencers, meaning marketers must retool budgets toward creator‑driven content to stay relevant.