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Strategic Disruption in the Creator Economy With Jen Costello

Earned: Unlocking the Power of the Creator Economy

Release Date: 05/13/2025

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In Ep. 172 of Earned, CreatorIQ CMO Brit Starr sits down with Jen Costello, the Global CSO at TBWA\Worldwide. To start, we dive into Jen’s remarkable career, starting from her humble beginnings as a senior planner at Chiat to becoming a pivotal figure in the industry. Then, Jen delves into the dynamic interplay of authenticity and creativity, emphasizing the importance of challenging conventional norms in the advertising realm. She offers valuable insights into the art of disruption, highlighting how bold and innovative ideas can captivate clients and stand out in a saturated marketplace. Throughout the episode, we navigate the uncertainties of today's marketing environment, reflecting on historical precedents like the 2008 recession and the post-COVID era. Jen underscores the transformative power of embracing change and disruption, urging marketers to take bold, data-backed decisions. She also celebrates the essence of personal branding, drawing inspiration from figures like Maggie Rogers and emphasizing the beauty of individuality in an AI-driven world. This episode is a testament to the power of authenticity, creativity, and the relentless pursuit of excellence in marketing.

In this episode, you’ll learn:

  1. How creators help brands see the edges of culture before trends fully emerge in consumer behavior.

  2. Why treating creators not just as channels but as platforms with their own values and communities can strengthen brand strategy.

  3. Jen Costello’s approach to pitching, disruption, and creative bravery at TBWA offers lessons for building ideas that move people and break conventions.


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