Brands are raising festive creator spends, but with influencer discovery getting crowded, focus is shifting from reach to relevance, regional influence & trusted voices that drive purchase decisions

Shalinee Mishra 1 hour ago

The supply of regional creators is growing rapidly, engagement is rising and brands are increasingly using local voices to reach audiences during festivals and cultural moments

Shalinee Mishra Jul 17, 2026 9:20 AM

Sushant Vithaldas, Head of Creator Marketing, India and Vimlarithan (Rithan) Vijaya as Creator Marketing Leader, Southeast Asia will lead Edelman’s creator marketing offering

e4m Staff Jun 22, 2026 2:13 PM