The Hidden Costs of Creator Marketing: What Every Brand Should Know — Featuring L'Oréal

Big budgets, little oversight. Find out where the money goes — and how pioneering brands are closing the gap.

Creator marketing now commands significant budget, yet most brands still don’t apply the same financial rigor and commercial discipline they demand in established channels like media. The result is a widening governance gap: value leakage, inconsistent contracts, IP risk exposure, and limited visibility into how creator spend is actually managed.

Drawing on hands-on audit work with global and regional advertisers, FirmDecisions and L'Oreal reveals where accountability most often breaks down across creator agencies—and what leading brands are doing differently. This session shows what effective governance looks like in practice, and how to introduce stronger controls without slowing down campaign execution.

What you will learn:

• Where creator agencies most often fall short across financial management, contracts, and talent oversight—and how to address these gaps
• How leading advertisers are building greater transparency, control, and accountability into agency relationships
• Practical steps and quick wins to strengthen governance, reduce risk, and improve the return on creator investment