Brands are being urged to rethink creator strategies, with senior marketers warning that relying too heavily on a single influencer or creator risks alienating audiences and limiting long-term growth. “You don’t want to just alienate yourself to one voice and one ideal,” Kesry said. Jules Lau, ANZ content and experience lead at Mars Petcare, said brands should also avoid narrowing their creator strategy to one niche. “Not every creator is going to do the same job for your brand, and that’s okay.” The panel also stressed that brands should trust creators to tell stories in their own way rather than over-controlling content.