Authentic. Lo-fi. And at scale. Today's algorithms demand it all from your ad creatives—so, how do you keep up without burning your team out?

In this episode, Todd Crawford sits down with Mal Chia, Managing Director & Co-Founder at Ecom Nation, to unpack a creative strategy most brands are sleeping on: hiring UGC creators purely as content producers. With Meta's shift away from manual audience targeting, creative is now doing the heavy lifting — leaving brands with a need for good content, and lots of it.

Ready to take advantage of this shift, Mal shares exactly how to work with creators to build a valuable content engine. From budgets and briefings to splicing and testing content, Mal walks through how this function should actually work inside your organization.

If you're still relying on a handful of big creators to carry your ad creatives, this episode offers a new strategy… and the playbook to execute it.

This podcast episode was produced by Quill.

We're halfway through Season 7 and taking a quick summer break, but more partnership conversations, creator stories, and publisher insights will be back before you know it!

We have some amazing content taking shape behind the scenes, and we can't wait to share it with you.

Hit follow, turn on your notifications, and drop a comment with what you want to hear next!

The lines between creators, affiliates, influencers, and advocates are blurring fast. But for modern brands, that’s not a challenge — it’s an opportunity to build a smarter growth engine.

In this episode, Todd Crawford sits down with Jordan Carter of SharkNinja to explore how one of today’s most recognizable consumer product companies is rethinking creator commerce, affiliate marketing, and social-first partnerships. Jordan shares how SharkNinja’s affiliate program has grown across North America, why creators are now central to the brand’s product launches, and how platforms like TikTok Shop, YouTube Shopping, LTK, and ShopMy are changing the way brands evaluate performance. Together, Todd and Jordan unpack why micro-creators can drive more authentic engagement than massive influencers, and how brands can build stronger bridges between paid social, retail affiliate, and influencer marketing teams.

This podcast episode was produced by Quill.