FOR BRANDS

Creator Investment Review—Find out where your investment stands

You're already spending on creators. The question is whether it's working and whether anyone has given you an honest answer. A Lasso creator investment review is a structured look at your existing partnerships, budget allocation, and measurement approach, so you know exactly what you have before you decide what to do next.

Having spent fifteen years inside platforms, networks, and brand partnerships, I know what a high-performing creator program looks like from every angle—and where the gaps are that most brands don't see until it's too late.

• Current creator partnership assessment: who you're working with and why

• Budget allocation review: are you spending in the right places?

• Agency relationship audit: are you getting what you're paying for?

• Measurement framework review: are you tracking the right things?

• A prioritized action list so you know exactly what to fix first

Creator Strategy & Budget—Spend with a framework, not a gut feeling

You're ready to move budget into creator partnerships and you want to do it with a real strategy behind it—not a gut feeling and a spreadsheet. This is where we build the framework: who to work with, what to pay, how to measure it, and how to make the case internally when it works.

I've spent fifteen years inside the platforms, networks, and ad technology that power creator advertising, which means I know what brands are actually buying when they invest in a creator, and what they're leaving on the table when they don't have a strategy.

• Creator investment framework built around your actual business objectives

• Audience mapping to avoid duplication and find the right fit

• Rate benchmarking across formats, platforms, and audience sizes

• Creator vetting: audience quality, brand safety, and category exclusivity

• Campaign architecture across short-term activations and long-term partnerships

• KPI framework and measurement approach built before the first dollar is spent

Independent Creator Advisory—A second opinion worth having

You have an agency. But before you approve a media plan, sign off on a creator recommendation, or commit to a campaign structure, it helps to have someone in your corner who understands how these deals actually work—and whose only incentive is making sure yours does too.

Having worked inside platforms, networks, and agencies across fifteen years of creator partnerships, I know where recommendations serve the client and where they serve the relationship. I help brands get more from the agency relationships they already have.

• Independent review of media plans, rate cards, and creator recommendations

• Benchmark analysis: are you paying market rate or above it?

• Deliverable and contract review before you sign

• Ongoing advisory to keep your agency accountable to your objectives

• Post-campaign analysis: what actually performed and what didn't

Podcast Launch Strategy—Own the format, not just sponsor it

If you're ready to launch owned audio content, the strategy matters as much as the studio. The brands winning in podcast right now aren't just buying host-read ads—they're building shows their audience actually wants to listen to.

Having worked inside SiriusXM, Acast, and Audacy, I know what makes a branded podcast succeed and what makes it get quietly cancelled after six episodes.

• Format, frequency, and host strategy built around your brand objectives

• Distribution and platform selection

• Monetization and sponsorship strategy for owned content

• Audience development and growth planning

• Network and production partner introductions

FOR AGENCIES

Campaign Strategy & Execution—Build campaigns that hold up

You're managing creator campaigns on behalf of clients who expect them to perform. That means getting the strategy right before the brief goes out, not after the content comes back wrong.

I've worked on creator campaigns from the inside—across platforms, networks, and brand partnerships—which means I understand the full pipeline: from brief development and creator casting to content review, deliverable management, and post-campaign reporting. I help agencies build and execute creator campaigns that are defensible to clients from start to finish.

• Campaign strategy, brief development, and platform selection

• Creator casting aligned to audience, tone, and budget

• Fee negotiation, contracting, and deliverable management

• Content review, brand guideline compliance, and approval workflows

• Post-campaign reporting and performance analysis

Performance & Measurement—Know what you're reporting before you report it

The measurement conversation in creator advertising is broken. Most post-campaign reports tell clients what happened, not what it meant. Lasso helps agencies build measurement frameworks that connect creator spend to outcomes clients can actually use.

Having spent years inside the ad technology that powers podcast and creator monetization, I understand what's measurable, what's proxied, and what's being overstated—and how to build a reporting framework that holds up to scrutiny.

• KPI framework design and goal-setting by platform and objective

• Campaign tracking setup using brand measurement and analytics tools

• Mid-flight optimization recommendations

• Competitive benchmarking and trend analysis

• Post-campaign analysis that goes beyond impressions and reach

Creator Casting & Partnership Management—Find the right fit, not just the right follower count

Creator selection is where most campaigns win or lose. Follower counts and engagement rates tell part of the story. Audience quality, brand fit, category exclusivity, and creator reliability tell the rest.

I've vetted and managed creator relationships across podcast, audio, and digital media for fifteen years -- which means I know what to look for beyond the media kit and how to manage creator relationships so campaigns actually close on time and on brief.

• Creator identification and vetting across podcast, YouTube, Instagram, and TikTok

• Direct outreach and relationship management with creators, agents, and managers

• Long-term creator roster development for brand ambassador programs

• Talent conflict checks and exclusivity negotiation

• Creator briefing, communication, and deliverable oversight

Team Training & Creator Infrastructure—Build the internal capability

The agencies winning in creator economy aren't outsourcing their expertise—they're building it. That means having people internally who understand how creator deals work, what the measurement landscape looks like, and how to have credible conversations with brands about creator investment.

I've built creator partnership functions from the inside and trained teams on the commercial mechanics of audio and creator advertising. I help agencies develop the internal fluency to serve creator economy clients with confidence.

• Training and workshops for internal creator and influencer marketing teams

• Process design for casting, contracting, and content approval workflows

• Contract template development and rights management systems

• Creator economy landscape briefings for senior agency leadership

• Ongoing advisory retainer for deal flow and strategic questions