Glimmer, the enterprise global content production and creator platform, announced today at ADVERTISING WEEK NY, the launch of Creator+, a managed service for creator campaigns, run by experienced producers, with every dollar and contract tracked and governed in one place. As more traditional advertising dollars move to creators, Fortune 5000 brands can now benefit from the turnkey ability to offload campaign sourcing, managing and back-office payments for their global creator campaigns.
The announcement comes as creator and influencer budgets are surging. Glimmer has quickly become the global platform that sources, contracts, manages and pays creators worldwide on behalf of Fortune 5000 companies and global news organizations who rely on Glimmer's infrastructure for global content production, real-time budget visibility and AI-powered content spend insights. In private beta the past two years, Creator+ has been used by Fortune 500 companies, from technology to advertising to finance, for global creator campaigns in dozens of countries including one where over 3,000 creators were onboarded, contracted and paid within six weeks.
"The hard part isn't finding the creators. For large brands, it's onboarding, contracting, paying, and tracking thousands of creators in every region with different contracts, rates and deliverables," said Alex Ragir, Founder and Co-CEO of Glimmer. "Creator+ gives them the control and financial visibility they need, while they get access to expert local teams that adapt to their internal workflow."
One system of record for creator spend. Glimmer handles creator onboarding, e-contracts, secure messaging and global payouts in 190 countries, including 1099-K tax reporting. Budgets are set by the business unit and enforced automatically, and spend data can sync directly into the brand's ERP, including Oracle and NetSuite, and existing content stack.
Budget intelligence. Real-time visibility into every content dollar, spend forecasting and AI-powered budget insights give procurement, finance and creative teams the same view of what is being spent, from where and with whom.
Producers who run the campaign. Creator+ draws on Glimmer Select, Glimmer's network of 326 executive producers vetted through more than a decade of work for clients including CNN, Bloomberg, Starbucks and Warner Bros. Discovery. They handle strategy, creator sourcing and list curation, negotiation, onboarding, workflow management, brand-safety checks and monitoring.
Creator and production work in one place. Creator campaigns are tracked in the same system brands use for their video and photo production, which draws on more than 50,000 vetted production teams worldwide. Marketing and finance get one view of content spend across departments, regions and creators. The platform works with existing teams and tools. Creator+ works with a brand's in-house influencer or marketing team and can integrate current technology or creative resources and partners, rather than replacing them.
"Lots of influencer platforms have gotten good at finding creators and measuring results," said Alan Schulman, Advisory Board member and former Chief Creative Officer of Deloitte Digital. "What most Fortune 500 brand CMOs and CFOs lack is a way to outsource how their creator and influencer budgets get managed and disbursed without having to maintain large internal staff. Glimmer's Creator+ solves that problem for both heads of influencers and the marketing procurement departments."
Creator+ is available now to enterprise brands and to agencies running creator programs on behalf of their clients. To request pricing or scope a campaign, contact Sam Nada at sam(at)glimmer.io.
About Glimmer
Glimmer is the enterprise content production & creator platform behind CNN, Bloomberg, Morgan Stanley, Hearst, Warner Bros. Discovery, Starbucks and more. It connects Fortune 5000 companies with more than 50,000+ vetted creators, production companies and creator agencies, with the financial controls to manage that spend.
