Blenders Eyewear made Jordan Howlett, a.k.a. Jordan the Stallion, their first-ever Chief Content Officer. YPulse called it: bringing creators into the C-suite is the next evolution of influencer marketing. Howlett (a Gen Z-loved creator with over 20M TikTok followers) is known for throwing his glasses around as a sign of approval. He turned Blenders down when they were just another company approaching him for a sponsorship, but agreed when they offered a role that goes “beyond the traditional” creator deal and promised that he would have “full creative control.” According to Howlett, “We’re reaching such a transitional period, where…the previous [creator marketing] model…has run its course.” As CCO, Howlett has been tasked with disrupting the brand’s marketing “from the inside.” He started with a bang, directing a TV spot starring himself and his friend Method Man as Blenders employees that has earned over 10.5M views on TikTok and Insta. Blenders reports that Howlett has made the brand more open to moving quickly and rethinking their approach to marketing. (Ad Age)
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