THE GOAT AGENCY
Goat is an award-winning global influencer marketing agency, part of WPP Media. In an era where human and creator-first content reigns supreme, we help brands to harness its power in combination with connected media to build Influence Everywhere.
In 2025, The Goat Agency represents over 650 social and influencer experts in 37 markets worldwide. We are globally recognized for our award-winning campaigns and content, and credited for helping to shape the influencer industry into what it is today.
Our capabilities have expanded to keep our clients at the forefront of what’s possible within influencer. As a full-service agency, we deliver influencer-first strategy, discovery, campaigns, content, media and commerce for the likes of Mars, Ford, Dell, Proximo Spirits, IBM and Unilever.
The New Creator Ecosystem. How brands can level up in 2027.
Creators matter. The creator economy is worth billions. Consumers trust creators. Creator-led content performs.
Okay, we know.
We don’t need to spend another year convincing marketers that creators deserve a seat at the table. The more interesting question is: now what?
Because the role of the creator has changed.
Creators are making our favorite shows. They’re building production companies, launching brands, and developing their own IP. They’re cultural tastemakers, research sounding boards and, increasingly, creative directors and strategic partners to some of the world’s biggest brands.
They bring something brands have historically had to build or buy: the idea, the audience, the community, the distribution and the cultural credibility to make people care.
And that changes how brands need to work with them.
The creative idea doesn’t always need to start with the brand anymore. Increasingly, the most successful campaigns start with the creator. Why are they famous? Why do people follow them? What format, world or point of view have they built that audiences already want to spend time with? That can be the creative.
The opportunity ahead isn’t simply to work with more creators. It’s to rethink where creators sit across the entire marketing ecosystem, from insight and ideation through production, media, distribution, and long-term brand building.
PART 1
THE NEW SHAPE OF INFLUENCE
THE NEW CREATOR ECOSYSTEM
In this edition of Raised on Social LIVE, The Goat Agency invites marketers to level up in The New Creator Ecosystem.
Alongside leading creators, brand marketers and industry voices, we’ll explore the small changes brands can make now to have a greater impact, and the bigger shifts they should be preparing for to stay at the forefront of what’s possible in creator marketing.
We’re past “why creators?” Now it’s about how you build with them.
The event will open from 8:45am with complimentary tea, coffee and a continental breakfast for all attendees.
BREAKFAST
8:45AM - 9:30AM
OUR AGENDA
INTRODUCTION: WELCOME TO THE NEW CREATOR ECOSYSTEM
9:30AM - 9:40AM
Nancy Hall, U.S. CEO, WPP Media
NOVEMBER 10 2026
8:45AM - 12:40PM
135 Watts St, New York, NY 10013
Due to limited capacity, please register your interest via the online form below and wait to receive an email confirming your place.
PANEL: THE GAME BEYOND THE GAME
How athletes, creators and brands are changing the way sports culture gets built.
9:50AM - 10:15AM
Jason Thome, Influence and Entertainment Marketing Director, Converse | Keith McPherson, Content Creator | Moderated by Adam Lawsky, Client Partnerships Manager, Goat
CREATOR FIRESIDE CHAT: THE NEW TASTEMAKERS WITH PINTEREST
Discovery is changing. The things we buy, wear, cook, create and experience are increasingly shaped by creators who help us find new ideas, develop our tastes and decide what feels relevant to us.
Pinterest will explore what this shift can teach marketers about creating for discovery: how creators turn taste into influence, what changes when audiences arrive with intent, and how content can inspire action long after the initial post.
10:15AM - 10:35AM
Sophie Wenet, Global Content Fashion Partnerships, Pinterest | Moderated by Ella Taitelman, Products and Partnerships Manager, Goat
PANEL, WHO GETS TO TELL THE BRAND STORY?
11:15AM - 11:40AM
When a brand has a complex story to tell, who tells it matters. Using Perricone MD as a case study, this conversation explores how different creator voices can bring credibility, relevance and humanity to everything from product science to brand positioning, and how real campaign learnings can help brands understand not only what works, but who audiences want to hear it from.
Jennifer Trovel, Chief Marketing Officer, PerriconeMD, Abigail Estal, The Goat Agency/WPP, Campaign Manager | Moderated by Kathleen Meanor, Account Director, Goat
PART 1:
THE NEW SHAPE OF INFLUENCE.
PART 2: REWRITING THE BRAND + CREATOR RELATIONSHIP.
In London and New York...
November 10th 2026 | 9:00am - 12:40pm | Maxwell Social Tribeca, NYC
HEAR FROM TOP CREATORS AND MARKETERS...
PART 2
REWRITING THE BRAND + CREATOR RELATIONSHIP
TALK: INFLUENCER MARKETING IN 2026
9:40AM - 9:50AM
Bryce Adams, US Lead Influencer Marketing, Goat
What have been the major shifts in 2026? How are they impacting creator marketing strategies in the here and now? And how has it shaped the way brands and creators are working together?
TEA AND COFFEE BREAK
10:55AM - 11:15AM
PANEL: BEHIND THE PAYWALL
11:40AM - 12:00PM
Kaitlin McGirl, Senior Creative Strategist, Substack | Moderated by Goat
Creators are building businesses beyond the feed, turning their audiences into paying subscribers, members and communities. From newsletters and podcasts to education, exclusive content and live experiences, this panel explores the rise of premium creator IP, what makes audiences willing to pay, and where brands can add value without compromising what made that content worth paying for in the first place.
Behind the scenes of our previous Raised on Social event!
AND MARKETERS
MORE FROM GOAT
CONCLUDING THOUGHTS AND EVENT ENDS
12:35PM - 12:40PM
THE
NEW
CREATOR
ECOSYSTEM.
11.10.26
TALK: CREATOR TV, INFLUENCE EVERYWHERE WITH YOUTUBE
Creator content has made it to the biggest screen in the house. As YouTube increasingly becomes a TV-style ecosystem, creators are evolving into studios, building premium longform formats, and programming designed for the living room. This session explores what that shift means for creators, audiences and brands, alongside insights from the YouTube Creator Marketing Playbook 2026.
10:35AM - 10:55AM
Andres Diaz, Social Video Lead, YouTube | Moderated by Joe Maceda, Chief Strategy Officer, WPP Media
PANEL: YOUR NEXT CREATIVE DIRECTOR IS CREATOR
12:00PM - 12:25PM
Nicola Ada, Director of Brand Communications, YSL Beauty (L'Oreal), Keiko Mori, Head of Creative Product Marketing and Commercial Partnerships North America, TikTok | Moderated by Goat
Creators are running daily creative testing labs, constantly making, distributing, learning and adapting based on what audiences actually respond to. This conversation explores what happens when brands bring that intelligence upstream, treating creators not only as distribution partners, but as creative thinkers, consultants and collaborators who can shape ideas, products and even who else gets brought into the room.
TALK: INFLUENCER MARKETING IN 2027
12:25PM - 12:35PM
Ajalin Zenon, Director of Strategy, Goat
What have been the major shifts in 2026? How are they impacting creator marketing strategies in the here and now? And how has it shaped the way brands and creators are working together?
PART 3
CREATOR MARKETING 2027
PART 3:
CREATOR MARKETING 2027.
Final lineup coming soon.