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# Agency execs pitch creators as always-on marketing infrastructure, not viral bets
- URL: https://fabric-media.ghost.io/agency-execs-pitch-creators-as-always-on-marketing-infrastructure-not-viral-bets/
- Published: 2026-08-13T23:32:23.000Z
- Updated: 2026-08-22T22:03:27.000Z
- Description: Dentsu and Creo leaders argue creator content should be treated as durable, full-funnel infrastructure, not one-off viral hits, measured against sales lift and ROAS.
- Author: Fabric.Media Editorial
- Tags: Creators

*Signal from* [*adweek.com*](https://adweek.com/?ref=fabric-media.ghost.io) *·* [*read the original*](https://www.adweek.com/brand-marketing/why-creators-are-becoming-the-new-marketing-operating-system/?ref=fabric-media.ghost.io)*.*