Building Brand Advocacy

In this week's episode of Building Brand Advocacy, Lindsey Gamble, creator economy strategist at IZEA,  unpacks the latest creator economy shifts, from B2B vs B2C creator strategy to behavioural psychology, and the value of content creators in the modern industry.

We also delve into which brands are winning at advocacy right now, how to turn consumers into advocates, and the impact of showing up in AI-powered search.

In this episode, we cover:
The creator economy landscape; key trends, creator value, and why popularity is surging

B2B vs B2C creator strategy

How brands connect with consumers vs creators

The state of brand advocacy, who's doing it right, and how to earn it

Showing up in AI-powered search

Chapters
00:00 Welcome to Cannes Lions
02:38 Top Creator Trends
05:30 B2B vs B2C Creators Explained
11:21 Creator Tiers and Trust
14:14 Everyone Is a Creator
17:12 The Current State of Advocacy
22:18 Earning Brand Love
26:20 How AI Search Will Impact

🔔 New episodes every Wednesday — subscribe so you never miss an episode.

FOLLOW LINDSEY
Lindsey Gamble: https://www.instagram.com/lindseygamble_/?hl=en-gb

FOLLOW US
Subscribe: www.youtube.com/@buildingbrandadvocacy
Instagram: www.instagram.com/building_brand_advocacy
TikTok: www.tiktok.com/@building.brand.advocacy

In this week's episode of Building Brand Advocacy, Camilla Craven, former Global Brand & Marketing Director at FaceGym and now Fractional CMO & Consultant to multiple beauty brands, unpacks why advocacy is becoming the backbone of modern marketing strategy, from the operational realities of building community to the rise of employee-generated content and AI's growing role.

We also dig into why the best marketing leaders aren't just measuring advocacy, they're listening.

In this episode, we cover:
Advocacy's place in modern marketing and why it's no longer a nice-to-have

Community, influencers, and the power of actually listening

Tuning out industry noise to focus on what genuinely makes impact

Operational struggles, team structures, and the rise of employee-generated content

AI's growing role in how brands build and scale advocacy

Chapters
00:00 Welcome Back Camilla
02:45 Advocacy Over Performance
10:20 What To Believe When Everyone’s an Expert
16:28 Fractional CMO Patterns
20:10 Tools, Data, and Adoption
21:57 The importance Of Listening First
23:41 Measuring Advocacy Impact
25:30 Influencer Performance Nuance
27:07 Future Generations and The Social Media Ban
28:29 Martha Stewart MAC Campaign
33:39 The Rise In Employee Generated Content (ECG)
39:39 AI Tool Consolidation
43:14 Who Does Advocacy Best?
44:41 TikTok Shop Brand Dilution
49:56 Cringe or Community Game
51:39 Wrap Up

🔔 New episodes every Wednesday — subscribe so you never miss an episode.

FOLLOW CAMILLA
Camilla Craven: https://www.instagram.com/camillablyss/

FOLLOW US
Subscribe: www.youtube.com/@buildingbrandadvocacy
Instagram: www.instagram.com/building_brand_advocacy
TikTok: www.tiktok.com/@building.brand.advocacy
Verity: www.linkedin.com/in/verityhurd/

In this week's episode of Building Brand Advocacy, Verity sits down with Georgie Fox, Head of Brand at LOOKFANTASTIC, to dissect what it actually takes to rebuild a brand's foundation from the inside out, and how community became their sharpest growth lever.

This episode covers the brand-partnership relationship, why consumer connection has to run deeper than product, and how brands can fill the gap left by traditional media. Georgie shares the internal culture shifts that made it possible, LOOKFANTASTIC’s anti-gatekeeping approach to knowledge, and the "sausage machine" analogy that redefines what good marketing looks like.  

In this episode, we cover:
Rebuilding LOOKFANTASTIC's brand foundation, closing the business-social understanding gap, and why consumer connection must run deeper than product

How brands can fill the void left by traditional media and publishing, using community as the gateway through access

What good marketing actually looks like and how to measure it effectively using the "sausage machine" analogy 

Building a fuelled 360 creator and affiliate strategy, from nurturing genuine partnership relationships to scaling the brand x partner model

Anti-gatekeeping as strategy, making employee content creation part of the role and earning real buy-in across the business

Chapters
00:00 Welcome and Guest Intro
05:47 The Home of Iconic Beauty
09:09 Building Brand Foundations
16:29 Proving Brand Impact
21:45 Anti Gatekeeping Strategy
27:30 Creators and LOOKFANTASTIC’s Aspiration Balance
29:43 Influencer Strategy Origins
31:31 From Funnel To Flywheel
37:29 Reddit And Authenticity
41:12 Molly Mae’s Evolution
42:51 Ambassadors Within The Community
53:04 The Future Of Brand Marketing
54:58 Cringe Or Community Quickfire
56:01 Wrap Up

🔔 New episodes every Wednesday — subscribe so you never miss an episode.

FOLLOW LOOKFANTASTIC
LOOKFANTASTIC: https://www.instagram.com/lookfantastic/
TikTok: https://www.tiktok.com/@lookfantastic?lang=en

FOLLOW US
Subscribe: www.youtube.com/@buildingbrandadvocacy
Instagram: www.instagram.com/building_brand_advocacy
TikTok: www.tiktok.com/@building.brand.advocacy
Verity: www.linkedin.com/in/verityhurd/

In this week's episode of Building Brand Advocacy, Beth & Michael, founders of Slice social media agency, break down their 5-Step Social Strategy: Discovery, Storytelling, Challenge, Problem-Tension-Goal, and Solution. Plus, why the "Fast & Slow" approach to social is the framework that separates brands that win from brands that just post.

This is an episode designed to give you direction in social media, to integrate a purpose into your posting and work strategically to reach your end objective. 

In this episode, we cover:
00:00 Introduction 
05:15 The 5-Step Social Media Strategy
06:45 Step 1: Discovery
20:06 Step 2: Storytelling through strategy 
29:24 Step 3: The Challenge
33:39 Step 4: Problem, Tension, Goal 
34:50 Step 5: Solution 
44:17 The Fast & Slow Approach To Social 

🔔 New episodes every Wednesday — subscribe so you never miss an episode.

CONNECT WITH BETH & MICHAEL
Beth: https://www.linkedin.com/in/betheleanorthomas/
Michael: https://www.linkedin.com/in/michaelrichardcorcoran/
Slice Social: https://www.slice-social.com/

FOLLOW US
Subscribe: www.youtube.com/@buildingbrandadvocacy
Instagram: www.instagram.com/building_brand_advocacy
TikTok: www.tiktok.com/@building.brand.advocacy
Paul: TikTok: ⁠www.tiktok.com/@building.brand.advocacy⁠
Verity: www.linkedin.com/in/verityhurd/

In this weeks episode of Building Brand Advocacy, we invite the CMO of Cannes Lions to join us ahead of the festival to unpack what's actually shifting in advocacy, creator marketing, and how the Lions are judged in 2026. plus hard strategies for measuring community, elevating marketing in the boardroom, and driving real ROI.

In this episode, we cover:
What to expect from Cannes Lions in 2026 

What’s changing in advocacy & creator marketing

The Lion judgement process at Cannes

Opportunities for CMOs to elevate marketing in boardrooms 

How to effectively measure community 

The next generation of CEO & CMO’s

Building community through credibility 

Chapters
00:00 Welcome and Guest Intro
01:36 How Cannes Lions Has Evolved
05:20 CMO Pressure and Priorities
09:05 How Cannes Lions Judging Works
15:12 Proof Creativity Drives Growth
18:31 Merging Brand and Performance
22:14 Boardroom Alignment and Metrics
29:31 How to Measure Community Impact
34:19 The CMO of 2030
39:25 You Cannot Buy Attention
42:28 AI and Creative Possibility
45:01 Cannes Week Wrap Up

🔔 New episodes every Wednesday — subscribe so you never miss an episode.

CONNECT WITH ILARIA
LinkedIn: https://uk.linkedin.com/in/ilariapasquinelli

FOLLOW US
Subscribe: www.youtube.com/@buildingbrandadvocacy
Instagram: www.instagram.com/building_brand_advocacy
TikTok: www.tiktok.com/@building.brand.advocacy
Paul: TikTok: ⁠www.tiktok.com/@building.brand.advocacy⁠
Verity: www.linkedin.com/in/verityhurd/