Brands Like Anthropologie Shift Creator Budgets From Posts to Commissioned Shows

Digiday reports that brands such as Anthropologie are moving beyond booking creators for sponsored posts and are instead commissioning creator-made shows. The shift marks a change from short-form content deals to longer-form, brand-funded programming. The source excerpt is brief, so the piece's deal structures and performance details are not confirmed here.

Why it matters: Marketers planning creator budgets should watch this move from one-off posts to owned, longer-form creator programming as a possible new model for brand storytelling and partnerships.