Small businesses cozy up to creators

Small businesses cozy up to creators. The looming recession and COVID-19 pandemic have led to budget cuts in businesses, including marketing budgets. Big brands are reducing their discretionary spending on creator partnerships, opening up opportunities for brands with limited budgets to partner with top creators at lower cost. Director of Integration Strategy, Leah Gritton of Energy BBDO, also mentions that overall creators become a more appealing tool for marketers when financial resources are limited. Double whammy.