Overview:
At Advertising Week, leading voices in digital strategy and creator marketing came together to discuss how data, authenticity, and community shape the next generation of brand partnerships. Moderated by industry leaders, the panel “Inside the Creator Mind: Research-Driven Insights for Smarter Brand Partnerships” brought together thought leaders from Snap Inc., Influential, Verizon, and ESPN to unpack how creators and brands can build meaningful connections in today’s evolving media landscape.
On Tuesday, October 7, inside THE PENN DISTRICT in New York City, Advertising Week hosted an engaging discussion titled “Inside the Creator Mind: Research-Driven Insights for Smarter Brand Partnerships.” The session highlighted the growing power of creators and the importance of insights-driven collaboration between brands and digital talent.
Aarti Bhaskaran
Aarti Bhaskaran, Global Head of Research and Insights at Snap Inc., opened the conversation by emphasizing the value of research and storytelling. This is crucial in understanding how creators use each platform’s unique “superpowers.” For Snapchat, she explained, that superpower lies in fostering authentic and deeper connections — a space where users feel comfortable expressing their real selves. It is also where brands can engage in meaningful, trust-based conversations.
With more than 18 years of experience in insights, Bhaskaran leads Snap’s global mission to educate the advertising industry on new audience behaviors and ad formats. Before joining Snap, she worked with top-tier brands like Microsoft, LinkedIn, Visa, and TikTok at Kantar. She previously led analytics practices across Canada and Singapore.
Katie Feeney
Joining the panel was Katie Feeney, one of the youngest breakout stars in sports media. At just 23, Feeney has become the first traditional social media creator ever hired by ESPN — marking a historic first for major sports networks. With over 14 million followers, she has turned her passion for sports and digital storytelling into a bridge between creators and institutions. Feeney shared how authenticity and creative freedom are non-negotiables for creators when partnering with brands. “We want to work with companies that trust us to bring their message to life in our own way,” she explained. She noted that genuine alignment with a brand’s values is what resonates most with audiences.
Kimberly Iadevaia
Kimberly Iadevaia, Chief Growth Officer at Influential, added a strategic perspective. She emphasized that creator marketing has matured into a core business solution for brands. “We’re moving from influencer marketing to influence as an outcome,” she said. At Influential, Iadevaia leads efforts in innovation, partnership growth, and DEI. She helps global companies integrate creators into their marketing ecosystems. Her career spans leadership roles at Publicis Groupe’s Zenith, as well as prior positions at WEtv, Lifetime Television, and USA Network.
Kristin Maverick
Representing Verizon, Kristin Maverick, Director of Social & Creator Marketing, shared how her brand is evolving its social voice to meet audiences where they are. Maverick — recognized by Ad Age and Business Insider for her creativity — has shaped campaigns for brands like Sour Patch Kids, OREO, and Apple TV+. At Verizon, she focuses on connecting culture and community through emerging creators. She proves that effective marketing is as much about collaboration as it is about communication.
Throughout the discussion, a consistent message emerged: audiences are no longer passive consumers — they are active participants in the storytelling process. Building community is the ultimate goal. As the panelists noted, platforms like Snapchat continue to offer one of the most authentic spaces to do so.
The event underscored a shared belief among creators and marketers alike: the future of brand partnerships will be defined not by scale, but by sincerity.
Photo Credit: Shutterstock for Advertising Week New York
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