Brands stop renting creators — now they hand them the C-suite
Blenders made 50M-follower Jordan "The Stallion" Howlett chief content officer — then let him dictate strategy: his in-store test post pulled ~200K views. The title is spreading to real decision-making at Katjes, Cool Sips, and Cherub, too. The old celebrity-endorsement rental is giving way to creators shaping strategy, not just smiling for a paycheck.